Welcome to my website!

My name is Nathan Merkel and I am a PhD student at the University of Illinois studying Sport Management in the Department of Recreation, Sport and Tourism.

My research interest revolves around the complex nuance of loyalty amongst sport consumers. More specifically, I am interested in the trajectory of loyalty that sport consumers conceptualize when experiencing products, brands, and activities/sports. Also, I am quite interested in the response that consumers have when this loyalty gets tested or broken.

Example research questions:

1. How do sport consumers conceptualize loyalty to products, brands, and activities/sports?

2. If this loyalty gets tested or broken, how do sport consumers respond?

Please email if you have any questions or inquiries:

nmerkel2@illinois.edu