Together with Prof. Mohammad Mahfuzur Rahman, Prof. Philip J. Rosenberger III, Dr. Jin Ho Yun and Prof. Mauro José De Oliveira, Dr. Sören Köcher published an article in the Asia Pacific Journal of Marketing and Logistics. In their study, the researchers addressed the question of how fan experiences can be used to promote loyalty among soccer fans. Based on the stimulus-organism-response (S-O-R) paradigm, a conceptual model was developed and tested using a sample of 762 soccer fans from Brazil, China and Germany. The results demonstrate that fan experiences and the stimuli associated with these experiences act as important drivers of fanship and satisfaction. In addition, the cross-national study provide partial support for the moderating effect of national culture.