Kirk Wakefield

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

Contact Information

Fax:  (254) 710-1068
Mailing Address:  One Bear Place #98007
Waco, TX  76706
Office Location:  Paul L. Foster Campus for Business and Innovation¬†225.225.02

Educational Background

  • PHD - Business Administration, St Louis University Mo
  • MBA - Entrepreneurship, Baylor University
  • BA - Business Administration, Southwest Baptist University

Work Experience

  • Professor of Marketing, Baylor University (2007 - Present)
  • Associate Professor of Marketing, Baylor University (2002 - 2007)


  • Sponsorship ROI Research & Evaluation, Wakefield.Global, Waco, Texas (2017 - Present)
  • BAV Consulting, New York, NY (January 2012 - Present)

Awards and Honors

  • Distinguished Career Contributions to the Scientific Understanding of Sports Business, American Marketing Association SportSIG (August 2017)
  • Emerald Journal of Services Marketing Outstanding Contribution, Journal of Services Marketing (June 1, 2016)
  • 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)

Professional Memberships

  • CRM Steering Committee, SEAT Consortium (January 1, 2016 - Present)
  • 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 Strategy & Sales (S3) program. Kirk is author of Team Sports Marketing and the founder of Wakefield Research Partners. His scholarly works appear in the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research, and Journal of Sport Management, among others. Kirk is a regular contributor to Sports Money on


Basic or Discovery Scholarship

"How Intergroup Counter-Empathy Drives Media Consumption & Engagement," Internet Research, (July 2023) (coauthors: Robin Wakefield).

"The Antecedents and Consequences of Intergroup Affective Polarization on Social Media," Information Systems Journal, Vol. 33, No. 3, (May 2023), pp. 640-668 (coauthors: Robin Wakefield).

"Are familiar sponsors inefficient spenders?," (November 2022) (coauthors: Brett Boyle, Lane Wakefield, Mark Arnold).

Teaching and Learning Scholarship

Team Sports Marketing ( is an annually revised online sports marketing text. Attracts over 600 student subscribers annually.

Basic or Discovery Scholarship

"Have We Got a Deal for You: Do You Want the Good News or Bad News First?," Journal of Service Research, (July 2022) (coauthors: Priya Raghubir, Jeff Inman).

"Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects," Journal of Advertising, (March 2020) (coauthors: Lane T Wakefield, Kevin L Keller).

"Consumer Strategies to Improve the Efficacy of Posted Calorie Information: How Provincial Norms Nudge Consumers to Healthier Consumption," Journal of Consumer Affairs, (March 2020) (coauthors: Ashley S Otto, Brennan Davis).

"Modeling the Consumer Journey for Membership Services," Journal of Services Marketing, Vol. 32, No. 2, (April 2018), pp. 113-125 (coauthors: Morris George).

"An Examination of Construal Effects on Price Perceptions in the Advance Selling of Experience Services," Journal of Service Research, Vol. 21, No. 2, (2nd Quarter 2018), pp. 235-248 (coauthors: Lane Wakefield).

"The Impact of Device Selection on the Digital Path to Purchase and Consumer Price Sensitivity," (April 2017) (coauthors: Jeff Inman, Meheli Basu).

"Promotion Emotion: The Salience of Restrictions vs. Rewards in Framing a Deal," (March 2017) (coauthors: Priya Raghubir, Jeff Inman).

"Is Background Music Effective on Retail Websites?," Journal of Promotion Management, Vol. 23, No. 1, (February 2017) (coauthors: Liz Wang, Julie Baker, Robin Wakefield).

"Retrospective: the importance of servicescapes in leisure service settings," Journal of Services Marketing, Vol. 30, No. 7, (3rd Quarter 2016), pp. 686 - 691 (coauthors: Jeff Blodgett).

"Social Media Network Behavior: A Study of User Passion and Affect," Journal of Strategic Information Systems, Vol. 25, No. 2, (July 2016), pp. 140-156 (coauthors: Robin Wakefield).

"Using Fan Passion to Predict Attendance, Media Consumption and Social Media Behaviors," Journal of Sport Management, Vol. 30, No. 3, (May 2016), pp. 229-247.

"Understanding the Effects of the Physical Environment on Fan Behavior: The Sportscape," : Routledge, October 2015, pp. 273-283 (coauthors: George B. Cunningham, Janet Fink, Alison Doherty).

"Panacea or Paradox: The Moderating Role of Ethical Climate," Journal of Personal Selling & Sales Management, (December 2014) (coauthors: 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," Vol. 2012, No. 1, (February 2012) (coauthors: Anne Rivers).

"How Sponsorships Work: The Sponsorship Engagement Model," Event Management: An International Journal, 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 Budgets 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," Journal of Personal Selling & Sales Management, 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, 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).

Applied or Integration/Application Scholarship

"SportsMoney |"

Presentations and Proceedings

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