Dae Hee Kwak


Dr. Kwak's research focuses on consumer psychology underlying various fan behaviors and decision making in various sport-related consumption contexts. His recent work focuses on how emotion and experiential judgments influence consumers' perceptions, attitudes, and behaviors in the sponsorship, gambling, and merchandise consumption contexts.

Areas of interest

Sport Consumer Behavior, Sport Consumer Psychology, and Sport Media Behavior


Dae Hee
OBL 2118
1402 Washington Hts.
Ann Arbor, MI 48109-2013
(734) 615-2884
(734) 647-2808


Course Course Title Credits Term Instructor
SM 439 Sponsorship-Linked Marketing 3 Fall, Winter, As Arranged Kwak
Course Name RO: Spnsrshp Lnkd Mrktng
Course Level: Undergraduate
The central goal of this course is to provide the student with both a theoretical and an applied understanding of the values and limits to sponsorship-linked marketing. Various areas of sponsorship will be considered including sports, arts, and causes. Although a managerial perspective of the sponsor will be maintained, views from both the sponsor and sponsee will be considered. The course takes an integrated marketing communications perspective and treats sponsorship as a contributor to an overall communications platform. In the process of developing this understanding the course will utilize basic concepts across a number of disciplines in an integrative fashion.
Prerequisites: Advisory prerequisite: SM 346.
Component: LEC