Kirk Wakefield

Edwin W. Streetman Professor of Retail Marketing - Marketing
Executive Director, Center for Sports Sponsorship & Sales (S3) - Marketing
Professor - Marketing

Contact Information

Campus Phone:  (254) 710-3523
Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76798
Office Location:  HSB 217

Course Schedule

2014 - Fall MKT 3325.05 Consumer Behavior TR 0200PM - 0315PMCASHN 105
2014 - Fall MKT 3325.04 Consumer Behavior TR 0330PM - 0445PMCASHN 105

Educational Background

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


  • Kansas City Chiefs (June 2014 - Present)
  • Toyota, Houston, TX (December 2013 - January 2015)
  • 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

"Panacea or Paradox: The Moderating Role of Ethical Climate," Journal of Personal Selling & Sales Management, (December 2014) (coauthors: Emily C. Tanner, Jeff Tanner).

"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.

"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).

"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).

"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 (coauthors: Anne Rivers).

"How Social Proximity in Health Messages Reduces Calorie Consumption," presented at the 2011 Marketing and Public Policy Conference, Washington DC, June 2011 (coauthors: Brennan Davis, Jeffrey Inman).
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