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Sports Marketing Research

Read current Sports Money articles by Dr. Kirk Wakefield here.


2020 Wakefield, L., Wakefield, K., & Lane Keller, K. (2020). Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects. Journal of Advertising, 49(3), 320–343.
2018 Wakefield, L. T., & Wakefield, K. L. (2018). An Examination of Construal Effects on Price Perceptions in the Advance Selling of Experience Services. Journal of Service Research, 21(2), 235–248.
2018 George, M., & Wakefield, K. L. (2018). Modeling the consumer journey for membership services. Journal of Services Marketing, 32(2), 113–125.
2018 Wakefield, L. T., & Wakefield, R. L. (2018). Anxiety and Ephemeral Social Media Use in Negative eWOM Creation. Journal of Interactive Marketing (Elsevier), 41, 44–59.
2018 Wakefield, Lane T. & Bennett, Gregg, 2018. "Sports fan experience: Electronic word-of-mouth in ephemeral social media," Sport Management Review, Elsevier, vol. 21(2), pages 147-159. DOI: 10.1016/j.smr.2017.06.003 
2016 Wakefield, K. L., & Blodgett, J. (2016). Retrospective: the importance of servicescapes in leisure service settings. Journal of Services Marketing, 30(7), 686–691.
2016 Wakefield, K. (2016). Using Fan Passion to Predict Attendance, Media Consumption, and Social Media Behaviors. Journal of Sport Management, 30(3), 229–247.
2016 Jensen, J.A., Wakefield, L.T., Cobbs, J.B., & Turner, B.A. (2016). Forecasting sponsorship costs: marketing intelligence in the athletic apparel industry. Marketing Intelligence & Planning, 34 (2), 281-298.
2010 Wakefield, K. L., & Bennett, G. (2010). Affective Intensity and Sponsor Identification. Journal of Advertising, 39(3), 99–111.
2007 Wakefield, K. L., Becker-Olsen, K., & Cornwell, T. B. (2007). I Spy a Sponsor. Journal of Advertising, 36(4), 61–74.
2006 Johar, G. V., Pham, M. T., & Wakefield, K. L. (2006). How Event Sponsors Are Really Identified: A (Baseball) Field Analysis. Journal of Advertising Research, 46(2), 183–198.
2003 Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: the role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212.
1999 Wakefield, K. L., & Blodgett, J. G. (1999). Customer Response to Intangible and Tangible Service Factors. Psychology & Marketing, 16(1), 51–68.
1998 Fisher, R. J., & Wakefield, K. (1998). Factors Leading to Group Identification: A Field Study of Winners and Losers. Psychology & Marketing, 15(1), 23–40.
1998 Wakefield, K. L., & Bush, V. D. (1998). Promoting leisure services: Economic and emotional aspects of consumer response. Journal of Services Marketing, 12(2/3), 209-222.
1996 Wakefield, K. L., Blodgett, J. G., & Sloan, H. J. (1996). Measurement and Management of the Sportscape. Journal of Sport Management, 10(1), 15–31.
1996 Wakefield, K. L., & Barnes, J. H. (1996). Retailing Hedonic Consumption: A Model of Sales Promotion of a Leisure Service. Journal of Retailing, 72(4), 409–427.
1996 Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customer’s behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45.
1995 Wakefield, K. L., & Sloan, H. J. (1995). The Effects of Team Loyalty and Selected Stadium Factors on Spectator Attendance. Journal of Sport Management, 9(2), 153–172.
1995 Wakefield KL. The Pervasive Effects of Social Influence on Sporting Event Attendance. Journal of Sport and Social Issues. 1995;19(4):335-351. doi:10.1177/019372395019004002
1994 Wakefield, K. L. & Blodget, J.G. (1994). The Importance of Servicescapes in Leisure Service Settings. Journal of Services Marketing, 8(3), 66.
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