Johannes Berendt

Johannes Berendt is an Acting Professor at Faculty III (Media, Information and Design) at the Hanover University of Applied Sciences and Arts since March 2019. Previously, he served as a Researcher and Lecturer at the German Sport University Cologne since 2013. He holds a PhD from the German Sport University Cologne (2014–2018) and a Diploma in Business Management from the University of Bielefeld (2005).

• Education:
• PhD in Sport Business Administration, German Sport University Cologne (2014–2018)
• Diploma in Business Management, University of Bielefeld, Germany (2005)

His research focuses on Sports Rivalry, Brand Rivalry, and Consumer Behavior, with particular emphasis on the psychological and commercial implications of rivalry dynamics. His work contributes to UN Sustainable Development Goals related to social cohesion and economic growth.

Key publications include studies on rivalry reference effects in branding (Journal of Marketing Research, 2024) and ambivalent effects of existential threats on helping behavior (2023). His research has been cited in multiple media outlets and peer-reviewed journals.

• Awards:
• European Association for Sport Management Award (2017)
• Harvard University Fellowship (2017)

Berendt has led projects such as The Love-Hate Relationship between Archrivals, examining fan aggression and disidentification in sports, and Analyzing Positive Consequences of Brand Rivalry. He actively engages in academic activities, including peer-reviewing for Journal of Business Research and organizing workshops on rivalry dynamics. His media contributions address topics like fan behavior and brand rivalry in sports and entertainment.