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Kim, Yongjae

Sport Management & Leadership Studies
Old Main 207
  • Background Information
    Dr. Yongjae Kim is a Professor of Sport Management in College of Business at Kutztown University (KU). As the Executive Director of KU Sport Business Institute, he has worked with many professional sport teams in the United States and globally. With his main research interests in neuromarketing and sport consumer behavior, he has published over 40 peer-reviewed articles in prestigious sport management journals, book chapters, and technical reports, and also made over 70 peer-reviewed conference presentations at both national and international conferences. Dr. Kim is named as a Research Fellow in the Northern American Society of Sport Management.
  • Degrees
    Ph.D., University of Minnesota at Twin Cities, MN (2010)
    Major: Sport Marketing
    Minor: Quantitative Methods in Education Psychology (QME)

    M.S., Indiana University at Bloomington, IN (2003)

    B.S., Seoul National University, Seoul, Korea (1993)
  • Research Interests
    Dr. Yongjae Kim's research is founded on the notion that an understanding of sport media audiences is critical for the development of successful management strategies; and thus it examines factors that influence sport media consumption behaviors. His work draws on theories and concepts from recent literature in general psychology, marketing, and mass communication and applies these concepts to the study of various aspects of sport media consumption.

    Since arriving at KU, Dr. Kim has made a concerted effort to secure internal/external funding opportunities in order to successfully complete his research projects. As a result of collaborative research, he has acquired seven internal research grants; and twelve external research and project grants totaling $350,000+ from a variety of sport organizations.
  • Publications
    Kim, S., & Kim, Y. (2022). Exploring the impact of controversial endorser on advertising effectiveness. International Journal of Sport Management.

    Kim, Y., Lee, S., & Lee, Y. (2021). Sequential effects of indirect, direct, and virtual sport experiences on consumer learning. Sport Marketing Quarterly.

    Kim, S., Kim, Y., Kang, E., Lee. Y., & Lee, S. Kim, M., (2021). Is controversial endorser negative?: The role of consumer perception in endorsement effectiveness. International Journal of Sports Marketing and Sponsorship.

    Lee, S., Kim, Y., & Cehn, T. (2021). Media Convergence in NCAA DI Athletic Department: Organizational Climate and Practical Decision Making for Sport Communication. Case Studies in Sport Management.

    Kim, S., Kang, E., & Kim, Y. (2020). Controversial Spokesperson is not Negative: A Case of Nike Campaign. International Journal of Business in Sports, Tourism, and Hospitality, 1(1), 29-51.
  • Class Schedule
    Term Days Start Time End Time Course Location
    Fall 2022 MWF 8:00AM 8:50AM SPT 345CD 810 KY109
    Fall 2022 MWF 9:00AM 9:50AM SPT 325 010 KY109
    Fall 2022 MWF 12:00PM 12:50PM SPT 265 020 KY109
    Fall 2022 MWF 11:00AM 11:50AM SPT 265 810 KY109
    Fall 2022 MWF 9:00AM 9:50AM SPT 325 019H KY109