Edwin W. Streetman Professor of Retail Marketing - Marketing
Executive Director, Center for Sports Sponsorship & Sales (S3) - Marketing
Professor - Marketing
Ph D - Business Administration, ST LOUIS UNIVERSITY MO, 1991
MBA - Entrepreneurship, BAYLOR UNIVERSITY, 1981
BA - Business Administration, SOUTHWST BAPTIST UNIVERSITY, 1980
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 - Present)
Awards and Honors
Outstanding Professor Award, Scholarship, Baylor University (May 2013)
Emerald Management Reviews Citations of Excellence Awards for 2011, Emerald Literati Network (September 2011)
Emerald Citation of Excellence 2008: Top 50 Papers of 2007, Emerald (January 2008)
Academy of Marketing Science
American Marketing Assocation
Kirk is the Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Sports Sponsorship & Sales (S3) program. Kirk is author of Team Sports Marketing and the publisher/editor of the Baylor S3 Report (http://www.baylors3.com). His scholarly works appear in the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Advertising, and Journal of Sport Management, among others.
Basic or Discovery Scholarship
"Understanding the Effects of the Physical Environment on Fan Behavior: The Sportscape," Routledge Handbook of Theory in Sport Management
, George B. Cunningham, Janet Fink, and Alison Doherty (eds.): Routledge, October 2015, pp. 273-283.
"Is Background Music Effective on Retail Websites?," Journal of Promotion Management
, (September 2015) (coauthors: Liz Wang, Julie Baker, Robin Wakefield).
"Using Fan Passion to Predict Attendance, Media Consumption and Social Media Behaviors," Journal of Sport Management
, (July 2015).
"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).
"Spending on the Fly: Mental Budgets, Promotions, and Spending Behavior," Journal of Marketing
, Vol. 74, No. 3, (May 2010), pp. 34-47 (coauthors: John Jeffrey Inman, Karen M. Stilley).
"Planning to Make Unplanned Purchases? The Role of Discretionary Budges in In-Store Decision Making," Journal of Consumer Research
, Vol. 37, No. 2, (2010), pp. 264-278 (coauthors: J. Jeffrey Inman, Karen M. Stilley).
"Affective Intensity and Sponsorship Identification," Journal of Advertising
, Vol. 39, No. 3, (2010), pp. 99-111 (coauthors: Gregg Bennett).
"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).
"Customer Response to Intangible and Tangible Service Factors," Psychology & Marketing
, Vol. 16, (January 1999), pp. 51-68 (coauthors: Jeffrey G. Blodgett).
"Excitement at the Mall: The Effects of the Physical Environment, Variety Involvement with Shopping on Retail Response," Journal of Retailing
, Vol. 74, (January 1998), pp. 515-539 (coauthors: Julie Baker).
"Factors Leading to Group Identification: A Field Study of Winners and Losers," Psychology & Marketing
, Vol. 15, (January 1998), pp. 23-40 (coauthors: Robert J. Fisher).
Presentations and Proceedings
"The Choice: Lasting Effects of Reasons for Salesperson’s Job Selection," Proceedings of the Society for Marketing Advances
, New Orleans, November 2014, Vol. 2014, pp. 178-181 (coauthors: Emily Tanner, Jeff Tanner).
"The Shifting Effects of Hedonic Shopping Motives and Market Differences on Channel Selection for Digital Products," presented at the 2014 AMA Summer Educators Meeting, San Francisco, CA, August 2014 (coauthors: Christophe Fournier).
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).