Kirk Wakefield

Edwin W. Streetman Professor of Retail Marketing - Marketing
Executive Director of Sports (S3) & Entertainment (M&E Marketing) - Marketing
Streetman Chair of Retail Marketing - Marketing

Contact Information

Campus Phone:  (254) 710-4267
Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76798
Office Location:  HSB 217

Educational Background

  • Ph D - Business Administration, ST LOUIS UNIVERSITY MO, 1991
  • MBA - Entrepreneurship, BAYLOR UNIVERSITY, 1981
  • BA - Business Administration, SOUTHWST BAPTIST UNIVERSITY, 1980


  • Toyota, Houston, TX (December 2013 - August 2014)
  • Cleveland Browns, Cleveland, OH (September 2013 - Present)
  • San Diego Padres, San Diego, CA (January 1, 2013 - Present)
  • Dallas Cowboys, Dallas, TX (February 2012 - May 2012)
  • BAV Consulting, New York, NY (January 2012 - Present)
  • Sponsorship ROI Research & Evaluation, various corporate and entertainment properties (2005 - 2011)

Awards and Honors

  • Outstanding Professor Award, Scholarship, Baylor University (May 2013)
  • Emerald Management Reviews Citations of Excellence Aards for 2011, Emerald Literati Network (September 2011)
  • Emerald Citation of Excellence 2008: Top 50 Papers of 2007, Emerald (January 2008)

Professional Memberships

  • Academy of Marketing Science
  • American Marketing Assocation


Kirk is Professor of Marketing at Baylor University. Kirk is author of Team Sports Marketing and is the publisher and editor of the Baylor S3 Report (


Basic or Discovery Scholarship

"How consumer shopping orientation influences perceived crowding, excitement and stress at the mall," Journal of the Academy of Marketing Science, (November 2012), pp. 791-806 (coauthors: Julie Baker).

"The Effect of Fan Passion and Official League Sponsorship on Brand Metrics: A Longitudinal Study of Official NFL Sponsors and ROO," MIT Sloan Sports Analytics Conference, Vol. 2012, No. 1, (February 2012) (coauthors: Anne Rivers).

"How Sponsorships Work: The Sponsorship Engagement Model," Event Management, Vol. 16, No. 2, (Spring 2012), pp. 143-155.

Teaching and Learning Scholarship

Team Sports Marketing, Waco, Fall 2011. Text currently adopted by Ohio State, Texas Tech, Samford, Northern Colorado, and Northern Florida.

Basic or Discovery Scholarship

"How Website Socialness Leads to Website Use," European Journal of Information Systems, Vol. 20, (January 2011), pp. 118-132 (coauthors: Robin Wakefield, Jule Baker, Liz Wang).

"Planning to Make Unplanned Purchases? The Role of Discretionary Budges in In-Store Decision Making," Journal of Consumer Research, Vol. 37, No. August, (August 2010), pp. 264-278 (coauthors: J. Jeffrey Inman, Karen M. Stilley).

"Affective Intensity and Sponsorship Identification," Journal of Advertising, Vol. 39, No. 3, (3rd Quarter 2010), pp. 99-111 (coauthors: Gregg Bennett).

"Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior," Journal of Marketing, (May 2010) (coauthors: John Jeffrey Inman, Karen M. Stilley).

Applied or Integration/Application Scholarship

"DISC Behavioral Styles and Sales Performance," (Fall 2008).

Basic or Discovery Scholarship

"Can a Retail Web Site Be Social?," Journal of Marketing, Vol. 71, No. 3, (July 2007) (coauthors: Liz C Wang, Julie Baker, Judy A Wagner).

Teaching and Learning Scholarship

Team Sports Marketing, London, 2007.

Basic or Discovery Scholarship

"I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness and Cueing on Recall Accuracy," Journal of Advertising, Vol. 36, No. 4/Winter, (Winter 2007), pp. 61-74 (coauthors: Karen Becker Olsen, T. Bettina Cornwell).

"How Event Sponsors Are Really Identified: A (Baseball) Field Analysis," Journal of Advertising Research, Vol. 46, No. 2, (June 2006) (coauthors: Michel Pham and Gita Johar).

"Industrial buyers' risk aversion and channel selection," Journal of Business Research, Vol. 59, No. 6, (June 2006), pp. 653-661 (coauthors: Cooper, Tanner).

"Cognitive Moral Development and the Impact of Perceived Organizational Ethical Climate on the Search for Sales Force Excellence: A Cross-Cultural Study," JPSSM, Vol. 26, No. 2, (April 2006), pp. 205-218 (coauthors: Weeks, Loe, Chonko, Martinez).

"An Examination of Dysfunctional Sport Fans: Method of Classification and Relationships with Problem Behaviors," Journal of Leisure Research, Vol. 38, No. 2, (March 2006) (coauthors: Daniel Wann).

"Industrial Buyers' Risk Aversion and Channel Selection," Journal of Business Research, Vol. 59, No. 6, (2006), pp. 653-661 (coauthors: Marjorie Cooper, Jeff Tanner).

"An Investigation of Visualization and Documentation Strategies for Services Advertising," Journal of Service Research, Vol. 7, No. 2, (November 2004), pp. 155-166 (coauthors: Donna Hill, Jeff Blodgett, Robert Baer).

"The Effect of Perceived Ethical Climate on the Search for Sales Force Excellence," Journal of Personal Selling & Sales Management, Vol. 24, No. 3, (2004), pp. 199-214 (coauthors: Bill Weeks, Terry W. Loe, Larry Chonko).

"The Impact of Perceived Ethical Climate on the Search for Salesforce Excellence," Journal of Personal Selling & Sales Management, Vol. 24, No. 3, (2004) (coauthors: Bill Weeks, Larry Chonko, Terry Loe). Received Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice (2004)

"Situational Price Sensitivity: The Role of Consumption Occasion, Social Context and Income," Journal of Retailing, Vol. 79, No. 4, (December 2003), pp. 199-212 (coauthors: J. Jeffrey Inman). 2005 Davidson Award Winner

"Social Influence on Post Purchase Brand Attitudes," Advances in Consumer Research, (2002) (coauthors: George Stone).

"Eco-Orientation: An Extension of Market Orientation in an Environmental Context," Journal of Marketing Theory and Practice, Vol. 8, No. 3, (July 2000), pp. 21-31 (coauthors: George Stone).

"Administrative & Promotional Concerns," , Stanley Brown (eds.), 2000.

Presentations and Proceedings

Basic or Discovery Scholarship

"The Effect of Activating Sponsorships in a Stadium on Brand Affinity and Brand Metrics which Drive ROI and Brand Equity," Proceedings of the Wharton WCAI, Philadelphia, May 2013.

"How Social Proximity in Health Messages Reduces Calorie Consumption," presented at the 2011 Marketing and Public Policy Conference, Washington DC, June 2011.

"An Assessment of DISC Behavioral Styles on Salesperson Performance," Proceedings of the 2011 National Conference in Sales Management, Orlando, FL, March 2011.

"How sponsorship works to benefit events, venues, and sponsors," presented at the Festivals & Events Research: State of the Art, Leeds, England, July 2010.
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