Texas Tech University

Akira Asada, Ph.D.

Assistant Professor
Sport Management

Email: akira.asada@ttu.edu

Phone: (806) 834-3825

Kinesiology and Sport Management, Rm 131

Office Hours: Friday 12:00pm - 2:00pm


Akira Asada


  • 2017 - Ph.D., Health and Human Performance, University of Florida
  • 2014 - M.S., Sport Management, University of Florida
  • 2012 - B.S., Sport Sciences, Waseda University

Current Courses Taught

  • SPMT 4356 - Fundamentals of Sport Marketing
  • SPMT 4374 - International Sport Management
  • SPMT 5324 - Marketing and Promotions in Sport
  • SPMT 5348 - Sponsorship and Endorsement in Sport

Research Interests

  • Sport Consumer Behavior
  • Word of Mouth
  • Social Influence


Asada, A., & Sanderson, J. (In press). Supporting sacrifice or condemning belief: Consumer reactions to Nike's advertising campaign featuring Colin Kaepernick. International Journal of Sport Management and Marketing.

Asada, A., & Arai, A. (In press). Post-event effects: A new perspective on giveaway items distributed at sporting events. Journal of Global Sport Management.

Asada, A., Ko, Y. J. & Jang, W. (2020). Effects of relative size and homogeneity of sports fan community on potential fans' support intentions. Journal of Sport Management, 34(2), 103–119.

Asada, A., & Ko, Y. J. (2019). Conceptualizing relative size and entitativity of sports fan community and their roles in sport socialization. Journal of Sport Management, 33(6), 530–545.

Asada, A., & Ko, Y. J. (2019). Perceived influence of word-of-mouth recommendation in sport-watching behavior: A gender difference perspective. Sport Marketing Quarterly, 28(3), 135–147.

Department of Kinesiology & Sport Management

  • Address

    Box 43011, Texas Tech University, 2500 Broadway, Lubbock, TX 79409
  • Phone