Texas Tech University

Akira Asada, Ph.D.

Current Publications

Arai, A., Ko, Y. J., Asada. A., & Connaughton, D. (In press). The effects of self-brand connection and self-construal on consumers' psychological and behavioral responses to athlete scandals. Sport Marketing Quarterly. 

Ko, Y. J., Asada, A.,Jang, W., Kim, D., & Chang, Y. (In press). Do humanized team mascots attract new fans? Application and extension of anthropomorphism theory. Sport Management Review. 

Asada, A., & Ko, Y. J. (2022). Word-of-mouth effectiveness in new fan acquisition: A mediating role of resident prototypicality. Sport Management Review. Advance online publication. 

Jang, W., Lee, S. & Asada, A. (In press). Self-imagery and advertising effectiveness: The role of sense of presence. The Journal of General Psychology

Asada, A., Inoue, Y. & Chang, Y. (2021). The effects of athlete activism on league credibility, event legacy, and event involvement: A crisis communication perspective. International Journal of Sport Communication. Advance online publication. 

Pifer, N. D., Huml, M. R., & Asada, A. (2021). Switching schools: Examining the networks, antecedents, and on-court outcomes of NCAA Division I men's basketball transfers. Journal of Issues in Intercollegiate Athletics, 14, 170–193. 

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., & Sanderson, J. (2020). Supporting sacrifice or condemning belief: Consumer reactions to Nike's advertising campaign featuring Colin Kaepernick. International Journal of Sport Management and Marketing, 20(5/6), 334–355. 

Asada, A., & Arai, A. (2020). Post-event effects: A new perspective on giveaway items distributed at sporting events. Journal of Global Sport Management. Advance online publication. 

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. 

2018 Publications

Arai, A. & Asada, A. (2018). Review of athlete branding. Japanese Journal of Sport Management, 10(1), 7-18

Matsumoto, H., Sato, S., Asada, A., & Chiashi, K. (2018). Exploring the relationship among leisure engagement, affective and cognitive leisure involvement, and subjective happiness: A mediating role of leisure satisfaction. World Leisure Journal, 60(2), 111-126.

2016 Publications

Asada, A., & Ko, Y. J. (2016). Determinants of word-of-mouth influence in sport viewership. Journal of Sport Management, 30(2), 192-206.

Department of Kinesiology & Sport Management

  • Address

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