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Dae Hee Kwak
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Dae Hee Kwak, PhD

  • Associate Professor, Sport Management
  • Graduate Program Director, Sport Management
  • Director, Center for Sport Marketing Research
  • Graduate Faculty, Sport Management

About

Dr. Dae Hee Kwak is an associate professor of Sport Management and director of the Center for Sport Marketing Research (CSMAR) at the University of Michigan School of Kinesiology. He completed his PhD in Kinesiology at the University of Maryland.

Dr. Kwak's research focuses on sport consumer behavior and psychology, delving into the intricate ways sport consumers think, feel and make decisions within various sport-related contexts. Adopting a behavioral approach, he investigates the psychological underpinnings influencing sport consumers and their behaviors. His contribution to the field includes over 50 articles in peer-reviewed journals across both the business and sport management areas, including the Journal of Business Research, Journal of Business Ethics, Journal of Sport Management, Sport Management Review, and European Sport Management Quarterly. Dr. Kwak has co-edited a book, Sport in Korea: History, Development and Management, published by Routledge. Dr. Kwak is currently an associate editor for the Journal of Sport Management, and contributes to the editorial review boards of several journals, including Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, Journal of Global Sport Management, Journal of Electronic Gaming and Esports, and Regional Economies and Policies.

Dr. Kwak has appeared in numerous media outlets, including Bloomberg, NPR, New York Times, and the Wall Street Journal.  Dr. Kwak has also received multiple awards, including the Research Fellow Award (North American Society for Sport Management) and the Faculty Research Excellence Award (School of Kinesiology). He teaches courses in sport marketing, consumer behavior, and sponsorship-linked marketing at the undergraduate and graduate levels.

  • Download CV
  • Michigan Research Expert Profile

Areas of Interest

Sport consumer behavior, sport consumer psychology, and sport media behavior

Contact

Address

SKB 3180

830 North University
Ann Arbor, MI 48109-1048
United States

Phone

(734) 615-2884

Email

[email protected]

Social

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Classes

Course Course Title Credits Term
KINESLGY 685 Res Rotation in Kin 3 - 6 Fall, Spring, Summer, Winter
SM 435 Sport&the Consumer 3 Fall, Winter
SM 439 Spnsrshp Lnkd Mrktng 3 As Arranged, Fall, Winter
SM 513 Special Topics 3 As Arranged, Fall, Winter
SM 550 Mkt Mngmtin Sport 3 Fall

News

What do fans think when an athlete takes time off for mental health reasons?
SM associate professor Dae Hee Kwak explores public sentiment around a long-stigmatized issue.
November 12, 2024
Fans applaud athletes for sharing mental health challenges
In a new study, SM faculty member Dae Hee Kwak finds that consumer mindsets have shifted over the past 15 years as cultural stigma around mental health has lessened.
July 16, 2024
Why do women make up the majority of fans at South Korea's sporting events?
Sport management faculty Dae Hee Kwak and NaRi Shin spoke to the New York Times about this unique pattern.
February 21, 2024
Gamer gloves and compression sleeves: Does performance wear matter in esports?
Dr. Dae Hee Kwak discusses the potential uphill battle esports performance wear faces when appealing to consumers.
September 2, 2021
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