Dr. Dae Hee Kwak

Biography

Dae Hee Kwak is an Associate Professor in the School of Kinesiology at the University of Michigan and the Graduate Program Director of Sport Management. With a Ph.D. in Kinesiology from the University of Maryland, his research focuses on sport consumer behavior psychology, exploring how sport consumers think, feel, and make decisions in sport-related contexts. He adopts a behavioral approach to investigate the psychological underpinnings influencing sport consumer behavior. His contributions to the field include over 50 articles published in peer-reviewed journals, including the Journal of Business Research, Journal of Business Ethics, and Journal of Sport Management. Kwak co-edited the book 'Sport Korea: History, Development Management,' published by Routledge. He serves as an associate editor of the Journal of Sport Management and contributes to various editorial boards. His work has gained attention in media outlets such as Bloomberg and NPR. He has received multiple accolades, including the Research Fellow Award from the North American Society for Sport Management and the Faculty Research Excellence Award from the School of Kinesiology. Kwak teaches courses in sport marketing, consumer behavior, and sponsorship-linked marketing at both undergraduate and graduate levels.

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