Who Are We?
Scholars dedicated to the pursuit of knowledge of consumer behavior in the world of sports.
Meet the Team
Directors
Assistant Professor
Department of Sport Management
University of Florida
Ph.D. in Sport Management, University of Florida
M.A. in Sport Management, University of Florida
B.A. in Physical Education, Seoul National University
Research Interests
Sport marketing
Sport consumer behavior
Experiential consumption and sponsorship
Professor
Department of Sport Management
University of Florida
​
Ph.D. in Sport Management, The Ohio State University
M.A. in Physical Education, The Ohio State University
B.A. in Physical Education, Seoul National University
​
Research Interests
Sport consumer behavior
Service marketing
Sponsorship and branding
​
Current Lab Members
Sean Davis
Member
.
Research Interests
Sport Consumer behavior
eSports
Virtual Sport Products
Social Media Analytics
Big Data in Sport
Artificial Intelligence Applications in Sport
Jin Woo Ahn
Member
Research Interests
Sport Consumer Behavior
Augmented Reality in Sport
Athlete Publicity​
​
Seongjin Yoo
Research Interests
Social influence and Sport Consumer Behavior
Volunteer Decision-Making Process
Member
Yong Jae Ko, Ph.D.
Founder & Director
Yonghwan Chang, Ph.D.
Co-Director
1st-year Ph.D Student
Research Interests
Sport Consumer Behavior
Athlete Endorsement (Signature Brand)
Luxury in Sport
​
Research Interests
Sport Consumer Behavior
Licensed Sports Merchandise
Sport Fitness
​
Master's Student
Lydia Yun
Philip Kang
Gyujik Han
1st-year Ph.D. Student
Former Lab Members
Dr. Joon Sung Lee
Professor
Yonsei University
in S, Korea
Dr. Maria Gonzalez
Entrepreneurship in sport programs
Dr. Hyunkil Jang
Virtual advertising
Dr. Taehee Kim
Assistant Professor
SungKyunKwan University
in S, Korea
Dr. Erica Dolinting
Dr. Wonseok Jang
Assistant Professor
SungKyunKwan Univertity
in S. Korea
Dr. Shintaro Sato
Associate Professor
​Waseda University
in Japan
Dr. Heeyoun Kim
Independent writer
Minsun Chung
Jihoon Kim
Assistant Professor
University of Alabama
Dr. Jaewon Chang
Assistant Professor
State U. of New York at Brockport
Dr. Daehwan Kim
Assistant Professor
Bukyung National University
in S, Korea
Dr. Yonghwan Chang
Assistant Professor
University of Florida
​
Dr. Akiko Arai
Junior Associate Professor
Tokyo University of Science
in Japan
Dr. Kevin Cattani
Associate Professor
University of Dubuque
MeiMei Yan
Full-time employee
Artificial intelligence
in China
​Dongho Yoo
Full-time employee
Korean Sport &
Olympic Committee
Dr. Seunghoon Jeong
Professor
WooSeok University
in S. Korea
Dr. Akira Asada
Dr. Semih Yilmaz
Assistant Professor
​California State University Eastbay
Dr. Taeho Kim
Assistant Professor
University of North Florida
​Jackson Sears
Dr. Ming-shen Ho
Assistant Professor
Clemson University
​Masaki Kudo
Full-time employee
General Electric