[CURRICULUM VITAE]

Professional Summary My research is established on the notion that understanding sport consumers is critical for the development of successful marketing and management in sport business or operations, and thus examines factors that influence sport consumption behaviors. This line of thought is extended through the efforts in connecting theory and practice in the realm of sport convergence. Evidently, my work draws on theories, concepts, and applications from general consumer behavior, marketing, management, sponsorship, volunteerism, analytics, and strategy.

Lee, Younghan, Ph.D. 162 Creelman ST, Mississippi State, MS 39762 O: 1-747-221-1919 I C: 1-815-382-7049 I [email protected]

Last update: May 2018

FORMAL EDUCATION Seoul National University, Seoul, South Korea. Doctor of Philosophy: Sport Management, August 2010.

Seoul National University, Seoul, South Korea. Master of Arts: Sport Management, August 2005.

University of Southern California, Los Angeles, CA, U.S.A. Bachelor of Science: Business Administration, December 1998.

RESEARCH EXPERTISE SHORT DESCRIPTION: Strategic marketing & management, sport sponsorship, customer relationship marketing (CRM), business feasibility, sport consumer behavior, pricing technique, management efficiency, sport volunteerism, and analytics. FACULTY APPOINTMENT • Mississippi State University, U.S.A. (08/2015 - current) Assistant Professor, College of Education, Dept. of Kinesiology, Sport Studies

• University of Massachusetts Amherst, U.S.A. (08/2011 - 08/2015) Assistant Professor, School of Management, Dept. of Sport Management

• Ewha Womans University, South Korea (02/2011 - 06/2011) Senior Lecturer, College of Convergence, Dept. of Kinesiology & Sport Studies

• Sangmyung University, South Korea (02/2010 - 06/2011) Senior Lecturer, College of Industry, Dept. of Sport Industry

CLASSES TAUGHT • Mississippi State University - Seminar in Sport Studies (undergraduate & doctoral) - Sport Sponsorship (undergraduate & graduate) - Sport Finance (graduate) 1 | Page

• University of Massachusetts Amherst - Applied (Analytics) Sport Marketing Research (graduate) - Sport Marketing Research (graduate) - Sport Marketing (undergraduate & graduate)

• Ewha Womans University (evaluation N/A) - Strategic Sport Marketing (graduate)

• Sangmyung University (evaluation N/A) - Intermediate Golf (undergraduate) - Sport Diplomacy (undergraduate) - Sport English Conversation (undergraduate)

RESEARCH APPOINTMENT • Adjunct Researcher, Center for Sport Industry, Seoul National University. • Senior Researcher, Baseball Academy, Korea Baseball Organization. • Senior Researcher, Institute of Sport Science, Seoul National University.

SCHOLARSHIP & RESEARCH GRANT • Current award: Global Research Network Grant, National Research Foundation (NRF-2017S1A2A2039405). • Current award: COE Undergraduate research grant, Mississippi State University. • (pending submission) ICT based sport volunteer management system development, NRF. • (pending submission) International sports programming initiative. U.S. Dept. of State, Bureau of Education and Cultural Affairs (ECA-ECAPEC-17-015). • MSP Research Fund, University of Massachusetts. • MSP Flex Grant, University of Massachusetts. • BK21 Foundation Team Grant, Korea Research Foundation. • Hyung Ae Foundation Academic full scholarship, Ph.D. • Korea Research Foundation Grant (KRF-2005-003-G00050). • Hyung Ae Foundation Academic full scholarship, M.S.

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RESEARCH PUBLICATION 1. Lee. Y., Kim, M., Koo, J., & Won, H-J. (Forthcoming). Sport Volunteer Service Performance, Image formation, and Service Encounters. International Journal of Sports Marketing & Sponsorship. [SSCI]. 2. Lee, Y., Yun, L., Kim, M., & Washington, M. (In print). A Qualitative Systematic Review of Public-Private Partnership in Promoting Physical Activity. Evaluation & the Health Professions. [SSCI]. 3. Su, X., Pan, Z., McWhirter, K., Fang, Q., Hou, L., Chen, C-C., Lee, Y., & Kim, M. (In print). The effects of Tai Chi intervention on healthy elderly by means of neuroimaging and EEG. Frontiers in Aging Neuroscience. [SSCI]. 4. Koo, J., & Lee, Y. (In print). The Effectiveness of Congruence between Sponsor and Sport Event: The Moderating Role of Sport Involvement. Sport Management Review. [SSCI]. 5. Lee, Y., Love, A., Eddy T., & Young, M. (2018). Team Identification, Rivalry Perceptions, and Behaviors of College Football Fans. Journal of Sport Behavior, 41(4). [PsychINFO]. 6. Lee, Y., & Kim, M. (2018). Serious leisure characteristics of older adult volunteers: the case of an international sporting event. World Leisure Journal, 60(1), 45–57. [SCOPUS]. 7. Yun, L., Ori, E. M., Lee, Y., Sivak, A., & Berry, T. R. (2017). A Systematic Review of Community-wide Media Physical Activity Campaigns: An Update From 2010. Journal of Physical Activity and Health, 14(7), 552–570. [SSCI] 8. Lee, Y. (2016). Relationship Quality and Its Causal Link to Service Value, Satisfaction, and Word-of-Mouth. Services Marketing Quarterly, 37(3), 171–184. [SCOPUS]. 9. Lee, Y., & Koo, J. (2016). Can a Celebrity Serve as an Issue-Relevant Argument in the Elaboration Likelihood Model? Psychology & Marketing, 33(3), 195–208. [SSCI]. 10. Lee, Y., Kim, M., & Koo, J. (2016). The impact of social interaction and team member exchange on sport event volunteer management. Sport Management Review, 19(5), 550–562. [SSCI]. 11. Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538. [SSCI]. 12. Fairley, S., Lee, Y., Green, C., & Kim, M. L. (2013). Considering cultural influences in volunteer satisfaction and commitment. Event Management an International Journal, 17(4), 349-359. [SCOPUS]. 13. Lee, Y., Kim, S.H., & Kang, J. H. (2013). Coach leadership effect on elite handball players' psychological empowerment and organizational citizenship behavior. International Journal of Sports Science and Coaching, 8(2) [SSCI]. 14. Kim, M. L., & Lee, Y. (2013). Examining behaviors of female older adult volunteers in a global sporting event. Korean Journal of Sport Science, 24(1), 36-46. [KCI].

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15. Lee, Y., Kang, J.H. (2011). Designing ticket price strategy in professional sport team using conjoint analysis. International Journal of Sports Marketing and Sponsorship, 12(2), 124-137 [SSCI]. 16. Lee, Y. (2009). Evaluating management efficiency of Korean professional teams using DEA. International Journal of Applied Sports Science, 21(2), 93-112. [KCI]. 17. Kang, J.H., & Lee, Y. (2007). Evaluating management efficiency of Korean professional baseball teams using data envelopment analysis (DEA). International Journal of Sport and Health Science, 5, 125-134. 18. Lee, Y. (2004). Unmistakable expression of faith in the enduring power of sport marketing to sell. The Institute of Sport Science Newsletter, 49(1), 13-17.

MANUSCRIPT UNDER REVIEW 1. Lee, Y., & Kim, D. The Influence of Technological Interactivity and Media Sociability on Sport Consumer Value Co-Creation Behavior. Journal of Social Marketing. [SSCI]. 2. Koo, J., Fink, J., & Lee Y. Mega versus Local Sport Sponsorships. European Journal of Marketing. [SSCI]. 3. Lim, S., Green C., Lee, Y., & Kim, M. Identifying event features and attributes that enhance the social impact of cause-related sport event. Journal of Sport Management. [SSCI]. 4. Chen, C-C., Ryuh, Y., Qun, F., Lee, Y., & Kim, M. The Effects of Inclusive Soccer Program on Motor Skill Performance in Young Adults with and without Intellectual Disabilities 5. Chen, C-C., & Lee, Y. Examining Different Foci of Attention on Golf Putting Performance in Novice Learners. Research Quarterly for Exercise and Sport. [SSCI].

CONTINUING RESEARCH 1. Lee, Y. Moderating effect of demographic traits in the association between relationship quality and loyalty behavior. 2. Lee, Y., Lee, H. W., & Kim Y.K. Antecedents and consequences of relationship quality: empirical examination in participant sports. 3. Lee, Y., & Ficker, R. The social CRM in sports: Transforming customer engagement. 4. Lee, Y., & Kim, M. L. The Relationship quality effect on service quality and consumption behavior in a Formula One event: A cross cultural study. 5. Lee, Y., & Kim, D. The effect of venue image on spectators' loyalty behavior at a KPGA competition. 6. Lee, Y., & Wesley, V. A syndicated review of the evolution of Baseball: Scouting and Sabermetrics. 7. Lee, B., & Lee, Y. Retired athlete transition into the sport industry: A strategic approach. 8. Lee, Y. Perceived patriotism, consumer ethnocentrism, and product evaluation in a victorious sporting event.

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BOOK CHAPTER Lee, Y., Kang, J.H, Park, I., & Lee, Y. (2013). Economic analysis of the sudden emergence of Korean female golfers in LPGA. In Handbook on the Economics of Women's Sports. Michael A. Leeds (Ed.). Northampton: Edward Elgar Publishing Company.

THESIS & DISSERTATION 1. Lee, Y. (2008). Perceived relationship quality and loyalty behavior of golf club customers. Doctoral dissertation, Seoul National University. 2. Lee, Y. (2005). Measuring efficiency of Korean professional sport teams by Data Envelope Analysis. Master thesis, Seoul National University.

RESEARCH PRESENTATION 1. Jang, H., Kim, D., Lee, Y., Kim, M. (2018). Virtual advertising match-up hypothesis and perceived intrusiveness of sport media viewers: Case of the South Korean professional baseball. Applied Sport Management Association. Waco, TX, U.S.A. 2. Su, X., Pan, Z., McWhirter, K., Fang, Q., Hou, L., Chen, C-C., Lee, Y., Kim, M. (2018). The effect of Tai Chi intervention on healthy elderly by means of neuroimaging and EEG. Southeast Chapter of American College of Sportsmedicine. Chattanooga, TN, U.S.A. 3. Lee, Y., Kim, M., & Koo, J. (2017). Sport event volunteers’ team member exchange and future intentions: The impact of social interaction. European Association for Sport Management, Bern, Switzerland. 4. Kim, M., Lee, Y., & Kim, Y. (2017). Impact of centrality and satisfaction on repeat volunteering intention of female sport event volunteers: A serious leisure approach. European Association for Sport Management, Bern, Switzerland. 5. Kim, Y., Kim, S., Lee, Y., & Kim, M. (2017). Fitness wearable technology acceptance and usage among older adults. V Congress of “Asociación Latinoamerica de Gerencia Deportiva. Buenos Aires, Argentina. 6. Lee, Y. & Kim. M. (2016). The impact of coach leadership behavior on athlete performance. National Alliance of Social Workers in Sports. Atlanta, GA, U.S.A. 7. Koo, J. & Lee. Y. (2015). Human brand extensions: Investigating consumer attitudes toward athlete endorsement of non-sport brands. North American Society for Sport Management. Ottawa, Ontario, Canada. 8. Lee, Y. & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. North American Society for Sport Management. Ottawa, Ontario, Canada.

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9. Koo, J., & Lee, Y. (2014). Sponsor-event congruence effects: The moderating role of sport involvement. Sport Marketing Association. Philadelphia, PA, U.S.A. 10. Lee, Y., & Kim, M. (2014). Relationship quality, service value, satisfaction, and word of mouth. Innovation Institute. Dubrovnik, Croatia. 11. Koo, J., & Lee, Y. (2014). The effectiveness of functional-based and image-based congruence between sponsor and sporting event: The moderating role of sport involvement. North American Society for Sport Management. Pittsburgh, PA, U.S.A. 12. Lee, Y., & Kim, M. (2014). Relationship quality, service value, satisfaction, and word of mouth. American Marketing Association SERVSIG. Thessaloniki, Greece. 13. Lee, Y., Lee, H. W., & Kim Y.K. (2013). Antecedents and consequences of relationship quality: Empirical examination in participant sports. North American Society for Sport Management. Austin, TX, U.S.A. 14. Lee, Y., & Koo, J., & Lee, C. (2013). The effects of celebrity athlete endorsement on attitudes and purchase intentions: The interaction effect between athlete endorser-product congruence and endorser credibility. North American Society for Sport Management. Austin, TX, U.S.A. 15. Lee, Y., & Lee, C., & Koo, J. (2013).Understanding the relationship between volunteers' social media interaction, team member exchange, and organizational citizenship behavior in a community sporting event. North American Society for Sport Management. Austin, TX, U.S.A. 16. Lee, Y., Kim, M., & Woo, B. (2013). The relationship between centrality, volunteer satisfaction, and re- participate intention of older adult female volunteers: The case of Daegu IAAF World Championship Games. North American Society for Sport Management. Austin, TX, U.S.A. 17. Lee, Y., Kim, K. T., & Bang, S. (2012). The effect of venue image on spectators' loyalty behavior at a KPGA competition. Global Marketing Conference. Seoul, Korea. 18. Lee, Y., & Kang, J.H. (2012). Perceived customer relationship quality and loyalty behavior of golf club customers. North American Society for Sport Management. Seattle, WA, U.S.A. 19. Lee, Y., & Kim, M. (2012). Senior volunteers' satisfaction and intention to reparticiapte in a sporting event: A serious leisure perspective. North American Society for Sport Management. Seattle, WA, U.S.A. 20. Lee, Y., & Kim, K.T. (2007). Designing ticket price strategy using conjoint analysis. North American Society for Sport Management. Miami, FL, U.S.A. 21. Kim, K.T., & Lee, Y. (2007). Customer retention in the participant sport industry: A general equation model of service quality, emotion, and repurchase intention. North American Society for Sport Management. Miami, FL, U.S.A. 22. Lee, Y., & Oh, J.W. (2007) Evaluating management efficiency of Korean pro-soccer teams using DEA Analysis. North American Society for Sport Management. Miami, FL, U.S.A.

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23. Kim, K.T., Lee, Y., & Rhee, Y.C. (2006). The effect of loyalty on spectator sport. North American Society for Sport Management. Kansas City, MO, U.S.A.

INDUSTRY PROJECT 1. Hyundai Motor Company Global Sport Marketing Strategy Renovation. 2. Korean Handball Long-term Strategic Management Development. 3. Sport Industry Expert Foster Program, Korea Ministry of Education, Science, & Technology. 4. Winter Sport Development Program, Korea Ministry of Culture, Sports, & Tourism. 5. SK Wyverns Marketing and Fan Relationship System Development, SK Telecommunications. 6. Sport Industry Expert Promotion Program Development, Korea Ministry of Education, Science, & Technology. 7. SK Telecommunication Long-term Sport Business Strategy Development, SKT. 8. Seoul Olympic Park Master Plan Development, City of Seoul, Korea Olympic Committee. 9. SK Professional Soccer Team Regional Adaptation Strategy Development, SK Corporation. 10. Feasibility analysis: Sport event market forecast system development, Korea Sports Promotion Foundation. 11. Revenue model development, Korea Sports Promotion Foundation. 12. SK Professional Soccer Team Efficient Business Strategy Development, SK Corporation. 13. Baseball academy education program development, Korea Baseball Organization. 14. Korean Professional Sport Industry Index Development. 15. 2010 Pyungchang Winter Olympic Games Feasibility Analysis, Kangwon Province, Int. Sports Committee. 16. KBL Short and Long-term Marketing Plan Development, Korea Basketball League. 17. Korean Soccer Long-term Development Plan Analysis, Korea Football Association.

DEPARTMENTAL PROJECT Mississippi State University • StarkVegas Futbol Jamboree (annual); coordinator. • Alumni Tailgate (annual); coordinator. SERVICE TO DISCIPLINE Ad-Hoc JOURNAL REVIEW • Sport Management Review. • European Sport Management Quarterly. • Advances in Management Journal.

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• International Journal of Applied Sports Science. • International Journal of Sports Science and Coaching.

CONFERENCE PAPER REVIEW • 2018 Applied Sport Management Conference. Texas, U. S. A. • 2015 Applied Sport Management Conference. Louisiana, U. S. A. • 2013 North American Society for Sport Management Conference. Texas, U. S. A. • 2012 North American Society for Sport Management Conference. Seattle, U. S. A. • 2011 Resource allocation using Olympic results and DEA models. International conference on Data Envelopment Analysis and its application to management (ICDEAMA). Lima, Peru.

CONFERENCE ADMINISTRATIVE Session chair (marketing): Global Business Conference Summer 2014. Dubrovnik, Croatia.

DOCTORAL COMMITTEE • Kim, D. (in progress). Mississippi State University, MS, U.S.A. • Koo, J. (2014). Mega versus local sport sponsorships. University of Massachusetts, MA, U. S. A. • Lee, C. (2014). Finished coursework without dissertation. University of Massachusetts, MA, U. S. A. • Snyder, K. (2012). The strategic non-adoption of innovation. University of Massachusetts, MA, U. S. A.

MASTER THESIS COMMITEE • Kelsey, S. (2018). Just do it: Sport apparel branding on Twitter. Mississippi State University, MS, U.S.A. • Young, M. (2015). Examining support for rivals in indirect competition from lowly and highly identified perspectives. Mississippi State University, MS, U.S.A. • Yang, C. Y. (2013). Relationship marketing in professional sport. University of Massachusetts Amherst, MA, U. S. A.

DIRECTED INDIVIDUAL STUDY (Masters) • Bridges, A. L. (2018). Department of Kinesiology newsletter. Mississippi State University, MS, U.S.A • Singletary, T. A. (2017). Community outreach in sport. Mississippi State University, MS, U.S.A • Slater, K. (2017). International sport programing. Mississippi State University, MS, U.S.A • Hickey, C. E. (2017). Social change/sport program. Mississippi State University, MS, U.S.A

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• Perez, C. (2017). College woman’s futball evaluation. Mississippi State University, MS, U.S.A • Chang, L. C. (2017). Department newsletter. Mississippi State University, MS, U.S.A

HONORS COMMITTEE & DIS (Undergraduate) • Rocha, R. G. (2017). Event and facility management in sport. Mississippi State University, MS, U.S.A • Lee, W. D. (2017). Globalization and sport. Mississippi State University, MS, U.S.A • Malone, M. W. (2017). Globalization and sport. Mississippi State University, MS, U.S.A • Hobbs, A. G. (2016). Sport management. Mississippi State University, MS, U.S.A • Littleton, T. K. (2016). Softball marketing research. Mississippi State University, MS, U.S.A • Hailey, K. L. (2016). Sport sponsorship. Mississippi State University, MS, U.S.A • Ficker, R. (2013). Social CRM in sports: Transforming customer engagement. University of Massachusetts, Amherst MA, U. S. A.

DEPARTMENTAL SERVICE & ADMINISTRATIVE CONTRIBUTION • Faculty Council, Mississippi State University. • Dept. Graduate Committee, Mississippi State University. • Dept. Strategic Planning Committee, Mississippi State University. • Dept. Public Relations Committee, Mississippi State University. • Curriculum Committee, University of Massachusetts. • Dept. Personnel Committee, University of Massachusetts.

AFFILIATION • North American Society for Sport Management. • European Association for Sport Management. • Korean Scholars of Marketing Science. • Korean Physical Education Association for Girls and Women. • Asian Association for Sport Management. • Korean Society for Sport Management • Korean Alliance for Health Physical Education & Recreation

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EXTERNAL SERVICE • International Sports Relations Foundation, Intl. Relations Committee Chair. • Korea Sailing Federation, Board Member. • Korea Broadcasting System (KBS) World, Contributor. • Arirang International Broadcasting service, Contributor. • New Daily Newspaper, Contributor.

ATHELETIC CERTIFICATION & ACCOMPLISHMENT • Scuba Diver - Open water certified: #53037LEE122974HANSCD11. • Wind Surfing - certified: #3563213445. • Rainbow Logistics Inc., South Korea (1992 - 1993). - Soccer team, middle fielder. • Korea Youth Association Sports Festival (Oct, 1990). - Track team, 400 meters relay (1st place). • National Youth Table Tennis Competition, South Korea (Jan, 1990). - 3rd round qualifier.

WORK EXPERIENCE • Lecturer (03/2003 - 12/2006), Samsung Cultural Academy. • Corporate Assistant (06/2001 - 09/2003), LG Electronics, Inc. Head Quarter Office, Overseas Marketing Intelligence & Planning Division.

MILLITARY EXPERIENCE Special Forces (02/1999 - 04/2001), Korean Army, 15th Division, 50th Regiment.

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