Kim Uhlendorf

Kim Uhlendorf is a Research Fellow at the University of Cologne and a PhD candidate at the German Sport University Cologne. She is affiliated with the Department of Marketing and Brand Management at the University of Cologne and the Institute of Sport Economics and Sport Management at German Sport University Cologne.

• PhD Student, German Sport University Cologne (since 2021)
• M.Sc. Sport Management, German Sport University Cologne (2019-2021)
• B.A. Sport Management and Communication, German Sport University Cologne (2015-2019)
• B.Sc. Business Administration (Semester Abroad), McNeese State University, USA (2017-2018)

Kim's research focuses on consumer behavior, digital marketing, and online environments, particularly how consumers interact with new technologies in digital marketing within the sports industry. Her work addresses topics such as resistance to augmented reality (AR) in stadiums, segmentation of sports supporters, and positioning strategies for sports teams in international markets.

Her scientific awards include

• Alumni Sportmedien Sportmanagement (ASS) Masterthesis (2021)
• DSHS Hochschulinterne Forschungsförderung Stipendiatin (2021 and 2024)
• Nachwuchspreis der Deutschen Sporthochschule Köln (2022)
• Studiengangsbeste im Studiengang M.Sc. Sportmanagement (2022)

Kim has received grants from internal university funding programs, including two DSHS Hochschulinterne Forschungsförderung stipends. She has actively participated in academic conferences such as the Association for Consumer Research Conference 2024, EMAC 2024, and the California School Conference 2024, and served as a visiting researcher at the University of Southern California's Marshall School of Business (February to May 2024).