Doyoung Pyun

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