Doyoung Pyun
Senior Lecturer in Sport Marketing/Management at Loughborough University
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Biography
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Higher Education
- PhD in Sport Management (April 2006) Department of Sport Management, Florida State University, USA Emphasis in Sport Marketing
- MSc in Physical Education (February 1999) Department of Physical Education, Yonsei University, Korea
- BSc in Sport & Leisure Studies (February 1997) Department of Sport & Leisure Studies, Yonsei University, Korea
Previous Posts
- Nanyang Technological University, Singapore Assistant Head of Department (July 2014 - August 2015) Programme Coordinator, Sport Science and Management (January 2012 - June 2014) Assistant Professor (July 2006 - August 2015)
- Yonsei University, Korea Adjunct Lecturer March (March 1999 - August 2001)
Research Interests
- Consumers’ cognitive structures in advertising and sponsorship
- Globalness of sport brands
- Sport brand development and extensions
- Sport consumer behaviours in e-sports
- Managing service quality in sport
- Organisation behaviours and management
- Leadership in the PE and sport context
- Scale development in sport management and education
Selected Recent Research Projects and Sources of Funding
- 2022, Investigating the 2022 global sport development trends: UK sport markets (Ministry of Culture, Sports and Tourism, Korea)
- 2021, COVID-19 and sport business: The role of nostalgia (Nanyang Technological University, Singapore)
- 2021, Investigating the recent trends of global sport industries (Ministry of Culture, Sports and Tourism, Korea)
- 2021, The 2021 Teaching Artist Support Project for Schools in Seoul (Korea Culture and Arts Education Service, Korea)
- 2020, Comparing the consumption patterns across different sport business categories during the Covid-19 pandemic (Ministry of Culture, Sports and Tourism, Korea)
- 2020, A study on the government’s sports industry contact-free policy and the counteracts the threat of coronavirus (Covid-19): Comparing cases of the US, the UK, and Germany (Ministry of Culture, Sports and Tourism, Korea)
PhD Supervisions
Completed
- Chunxiao Li (December 2014, co-supervisor)
- Thesis topic: Measurement of the sport talent development environment and its relationship with athletes’ self-determined motivation and burnout
- Employment: Professor, South China Normal University, China
- Adam Shi (July 2022, lead supervisor)
- Thesis topic: Measuring and achieving service quality for youth football academies in China: A perspective from players
- Employment: Research Associate, The Education University of Hong Kong, Hong Kong
Current
- Sinead O’Keeffe (writing stage, lead supervisor)
- Thesis topic: Sponsorship in F1 motor racing: The role of image transfer in sponsorship effectiveness
- Employment: Lecturer, South East Technological University, Ireland
- Lucy Zhu (writing stage, lead supervisor)
- Thesis topic: Motivation and decision making in eSports spectatorship in China
- Employment: Lecturer, University of Northampton, UK
- Sungkyung Kim (writing stage, co-supervisor)
- Thesis topic: How can we enhance public support? The important role of government public relationships in the context of mega sport events
- Employment: Lecturer, University of Stirling, UK
- Wei Gao (writing stage, lead supervisor)
- Thesis topic: Development of a structural model of athlete brand equity
- Seunghyun Lim (3rd year, lead supervisor)
- Thesis topic: The impact of sport participation on consumption
- Bingjie Wang (2nd year, lead supervisor)
- Thesis topic: The development of a structural model of corporate social responsibility of Chinese Super League clubs
- Bickram Ram (2nd year, co-supervisor)
- Thesis topic: Analysing the commercial representation by agents in the football industry
- Bruce Chen (1st year, lead supervisor)
- Thesis topic: Development of brand equity of the Premier League in China
- Ciro Sun (1st year, lead supervisor)
- Thesis topic: The consumption demand system of grassroots football academies in China: A perspective from parents
Videos
Nemzetközi Sportmenedzsment Konferencia 2016 Do Young Pyun
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