Faculty & Research

Education:

• Ph.D. at University of Maryland, 2009
• M.S. at Seoul National University, 2004
• B.S. at Seoul National University, 2002

Contact Information:

(812) 855-4738

[send e-mail]

HPER 112, Room 172

Background:

David H. Clarke Fellow, University of Maryland

James H. Humphrey Student Published Research Award, University of Maryland

Distinguished Teaching Assistant, Center for Teaching Excellence, University of Maryland

Researcher, Center for Sport Industry, Seoul National University

Match Manager, 2002 FIFA World Cup, MasterCard Global Sponsorships and Events

Research:

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The objective of my research is to advance the body of knowledge in sport consumer behavior by conducting an interdisciplinary and theory-driven research. In particular, I take an empirical approach to investigate the influence of various psychological and social factors on a variety of sport consumer behavior contexts (i.e., spectatorship, merchandise consumption, and media behavior). My current research focuses on three areas in the study of sport consumer behavior: (1) cognitive bias and emotion in decision making, (2) adoption of high-tech products/services, and (3) message sensation value (MSV) and information processing. In addition, I am interested in the application of experimental designs in sport marketing research.

Publications:

Selected International/National Refereed Articles

Kwak, D. H., & Kang, J. H. (2009). Symbolic purchase in sport: The roles of self-image congruence and perceived quality. Management Decision, 47(1), 85-99.

Kwak, D. H., & Kang, J. H. (2008). The effect of self/team follower image congruence on spectator sport consumption behavior and team loyalty. International Journal of Sport and Health Science, 6, 1-10.

Selected Presentations

Kim, K. T., Bang, S. W., & Kwak, D. H. (2009). The influence of perceived cause-related marketing on response of professional sport fans. Presented at the annual conference of North American Society for Sport Management, Columbia, SC.

Kwak, D. H., & McDaniel, S. R. (2009). Liking football is not enough: Exploring the antecedents to fantasy sport league consumption. Presented at the annual conference of Society for Consumer Psychology, San Diego, CA.

Lee, W., Kwak, D. H., & Lim, C. (2008). Effects of personality and gender on fantasy sport participation: The moderating role of perceived knowledge. Presented at the 2008 Association for Education in Journalism and & Mass Communication (AEJMC), Chicago, IL.

Kwak, D. H., Lee, W., Mahan, J. E., & Lim, C. (2008). How confident are you to win your fantasy league: Exploring the antecedents and outcomes of winning expectancy. Presented at the 2008 North American Society for Sport Management Annual Conference, Toronto, CA.

Kwak, D. H., & Kang, J. H. (2007). The effect of self-image congruence on sport team merchandise quality perception and purchase intention, presented at the 2007 5th Sport Marketing Association Annual Conference, Pittsburgh, PA.

Lee, W., Kwak, D. H., Ryan, J., & Lim, C. (2007). Investigating the roles of personality and demographic variables in predicting the consumption of fantasy sport leagues. Presented at the 2007 North American Society for Sport Management Annual Conference, Ft. Lauderdale, FL.

McDaniel, S. R., & Kwak, D. H. (2007). Investigating the additive effects of demographics, lifestyles, and sensation seeking on physical activity levels in adult consumers. Presented at the 2007 Annual Graduate Research Interaction Day, College Park, MD.

Kwak, D. H., & Kang, J.H. (2006). The effect of self/team-image congruence on spectator sport team consumption behaviors and loyalty intentions. Presented at the 2006 4th Sport Marketing Association Annual Conference, Denver, CO.

McDaniel, S. R., & Kwak, D. H. (2006). Investigating the additive effects of demographics, lifestyles, and personality on physical activity levels in adult consumers. Presented at the 2006 Association for Consumer Research Annual Conference, Orlando, FL.

Lim, C., Kwak, D. H., & McDaniel, S. R. (2006). Investigating the effect of consumers' optimum stimulation levels on gambling involvement and participation: A study in Korea, presented at the 2006 North American Society for Sport Management Annual Conference, Kansas City, MO.