Dae Hee Kwak, PhD

Dr. Dae Hee Kwak is an associate professor of Sport Management and director of the Center for Sport Marketing Research (CSMAR) at the University of Michigan School of Kinesiology. He completed his PhD in Kinesiology at the University of Maryland.

Dr. Kwak's research focuses on sport consumer behavior and psychology, delving into the intricate ways sport consumers think, feel and make decisions within various sport-related contexts. Adopting a behavioral approach, he investigates the psychological underpinnings influencing sport consumers and their behaviors. His contribution to the field includes over 50 articles in peer-reviewed journals across both the business and sport management areas, including the Journal of Business Research, Journal of Business Ethics, Journal of Sport Management, Sport Management Review, and European Sport Management Quarterly. Dr. Kwak has co-edited a book, Sport in Korea: History, Development and Management, published by Routledge. Dr. Kwak is currently an associate editor for the Journal of Sport Management, and contributes to the editorial review boards of several journals, including Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, Journal of Global Sport Management, Journal of Electronic Gaming and Esports, and Regional Economies and Policies.

Dr. Kwak has appeared in numerous media outlets, including Bloomberg, NPR, New York Times, and the Wall Street Journal.  Dr. Kwak has also received multiple awards, including the Research Fellow Award (North American Society for Sport Management) and the Faculty Research Excellence Award (School of Kinesiology). He teaches courses in sport marketing, consumer behavior, and sponsorship-linked marketing at the undergraduate and graduate levels.