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type: "entity"
entityType: "person"
canonicalName: "Sebastian Uhrich"
aliases: []
source_timestamps: ["¶3"]
tags: ["author", "researcher", "marketing-scholar"]
related: ["entity-abhishek-borah", "entity-johannes-berendt", "entity-gavin-kilduff", "entity-journal-of-marketing-research"]
speakers: ["Sebastian Uhrich"]
sources: ["tail2"]
isSpeakerEntity: true
---
## Segment 2 — tail2

## Article 124 — a124

# Sebastian Uhrich

**Profile.** Professor at the **German Sport University Cologne** (per enrichment); co-first author of the JMR paper 'The Rivalry Reference Effect.'

**Role in this source.** One of four co-authors / cited voices behind the [[entity-journal-of-marketing-research|Journal of Marketing Research]] study and its HBR distillation. His sport-management background connects the work to rivalry dynamics observed in sports teams — one of the categories the study spans.

**Attributed contributions (collective authorship):** [[concept-rivalry-reference-effect]], [[claim-rivalry-boosts-engagement]], [[framework-rivalry-leverage]], [[framework-audience-tone-matching]], and the quotes [[quote-borrowing-storytelling-power]], [[quote-alls-fair]], [[quote-pleasantly-aggressive]]. Co-authors: [[entity-abhishek-borah]], [[entity-johannes-berendt]], [[entity-gavin-kilduff]].