CURRICULUM VITAE. Akira Asada, Ph.D. Office: Kinesiology & Sport Management, Rm. 131 Phone: (806)

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1 EDUCATION Akira Asada, Ph.D. Office: Kinesiology & Sport Management, Rm. 131 Phone: (806) Ph.D. University of Florida Gainesville, FL Major: Sport Management August 2017 Outside Concentration: Consumer Behavior Advisor: Dr. Yong Jae Ko Dissertation: Effects of relative size and homogeneity of sport fan base in sport consumer socialization M.S. University of Florida Gainesville, FL Major: Sport Management August 2014 Advisor: Dr. Yong Jae Ko Thesis: The determinants of word of mouth influence in sport viewership B.S. Waseda University Tokyo, Japan Major: Sport Sciences March, 2012 Advisor: Dr. Hirotaka Matsuoka Thesis: Diffusion strategies of Japanese sport governing bodies RESEARCH INTERESTS My research agenda lies primarily in sport consumer behavior particularly within the areas of word-of-mouth and sport consumer socialization. By employing survey and experimental design approaches, I examine the psychological mechanisms of how sport consumers influence each other s decision-making. The goals of my research are (a) to advance theoretical understanding of social influence among sport consumers through interdisciplinary research and (b) to propose effective marketing and communication strategies for sport organizations to acquire new customers and increase revenue. PUBLICATIONS AND PRESENTATIONS Referred Journal Articles 1. Arai, A., & Asada. A. (Accepted). Review of Athlete Branding. Japanese Journal of Sport Management. 2. Asada, A., & Ko, Y. J. (Accepted). Perceived influence of word-of-mouth recommendation in sport-watching behavior: A gender difference perspective. Sport Marketing Quarterly. 3. 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), Asada, A., & Ko, Y. J. (2016). Determinants of word-of-mouth influence in sport viewership. Journal of Sport Management, 30(2), Matsumoto, H., Sato, S., Asada, A., & Chiashi, K. (2015). The relationship among recreation 1

2 specialization, subjective happiness and leisure satisfaction: A case of the United States of America resident anglers. Japan Society for Maritime Activity, 4(1), Invited Journal Articles 1. Asada, A. (2016). The North American Society for Sport Management Conference Japanese Journal of Sport Management, 8(1), Asada, A., & Sumino, M. (2015). The North American Society for Sport Management Conference Japanese Journal of Sport Management, 7(1), Asada, A., Arai, A., & Ito, M. (2014). The North American Society for Sport Management Conference Japanese Journal of Sport Management, 6(1), Book Chapter Contribution 1. Asada, A. (2017). North American professional sport leagues. In Sasakawa Sport Foundation (ed.) Sport Hakusho 2017 (pp ). Tokyo, Japan: Sasakawa Sport Foundation. Manuscripts Under Review 1. Asada, A., & Ko, Y. J. (2 nd round). Conceptualizing relative size and entitativity of sports fan community and their roles in sport socialization. Journal of Sport Management. 2. Asada, A., & Ko, Y. J. (2 nd round). Effects of relative size and homogeneity of sports fan community on potential fans support intentions. Journal of Sport Management. 3. Jang, W., Lee, S., & Asada, A. (1 st round). Self-imagery and advertising effectiveness: The role of sense of presence. Submitted to International Journal of Advertising. 4. Ko, Y.J., Kwak, D. H., Jang, W., Lee, J. S., Asada, A., Chang, Y., Kim, D., Pradhan, S., & Yilmaz, S. (1 st round). Using experiments in sport consumer behavior research. Submitted to Sport Marketing Quarterly. Manuscripts in Progress 1. Ko, Y. J., Asada, A., Kim, D., Jang, W., & Chang, Y. (In progress). Do anthropomorphized mascots attract new fans To be submitted to Sport Marketing Quarterly. 2. Asada, A., & Ko, Y. J. (Manuscript development). Is a fan more influential than nonfan? Word of mouth effectiveness from a self-categorization perspective. To be submitted to Journal of Sport Management. 3. Asada, A., Kim, D., Lee, Y., & Kalyanaraman, S. (Manuscript development). Effects of engaging in multitasking on perceived enjoyment of single tasks. To be submitted to Media Psychology. 4. Asada, A. (In progress). One goal or multiple goals? Social media strategies to acquire new customers. To be submitted to Journal of Sport Management. 5. Asada, A. (In progress). Effects of relative size and demographic homogeneity of sports fan base on potential fans socialization. To be submitted to Journal of Sport Management. 6. Asada, A. (In progress). Effects of team identification on new residents' psychological and sociocultural adjustment: Moderating effects of relative size of sports fan base. To be submitted to Journal of Sport Management. 7. Asada, A. (In progress). Effects of team identification on new residents' psychological and sociocultural adjustment: Moderating effects of entitativity of sports fan base. To be submitted to Journal of Sport Management. 8. Ko, Y. J. & Asada, A. (In progress). Personality and needs profiles of sport consumers of 2

3 different sports. To be submitted to Sport Marketing Quarterly. International and National Conference Presentations 1. Asada, A., & Ko, Y. J. (2018, October). Effects of relative size of sports fan base on potential fans decision-making: Mediation effects of perceived similarity to fans. 20-minute oral presentation at the Sport Marketing Association Conference. 2. Ko, Y. J., Asada, A., Kim, D., Jang, W., & Chang, Y. (2018, October). Do anthropomorphized mascots attract new fans?. 20-minute oral presentation at the Sport Marketing Association Conference. 3. Asada, A., & Ko, Y. J. (2018, May). Conceptualizing effects of relative size and entitativity of sports fan base on new residents socialization: A self-categorization perspective. Accepted for 20-minute oral presentation at the North American Society for Sport Management Conference. 4. Asada, A., & Ko, Y. J. (2017, December). Effects of relative size and homogeneity of sport fan base on potential fans behavioral intentions. 20-minute oral presentation at the Sport Management Association of Australia and New Zealand Conference. 5. Asada, A., & Ko, Y. J. (2017, November). Effects of team identification on word-of-mouth effectiveness in different fan bases: A mediation effect of prototypicality. 20-minute oral presentation at the Sport Marketing Association Conference. 6. Jang, W., Lee, S., & Asada, A. (2017, August). The effects of self-imagery on advertisement evaluations: The mediating role of sense of presence. 20-minute oral presentation at the Annual Association for Education in Journalism and Mass Communication Conference. 7. Asada, A., & Ko, Y. J. (2017, August). Perceived influence of word-of-mouth recommendation in sport-watching behavior: A gender difference perspective. Poster presentation at American Marketing Association Summer Marketing Educators Conference. 8. Asada, A., & Ko, Y. J. (2017, June). Sport consumers socialization in spectator sports: A social categorization perspective. Poster presentation at the North American Society for Sport Management Conference. 9. Ko, Y.J., Kwak, D. H., Jang, W., Chang, Y., Yilmaz, S., Lee, J. S., Asada, A., Kim, D., & Pradhan, S. (2017, June). Using experiments in sport consumer behavior research. 60-minute symposium at the North American Society for Sport Management conference. 10. Asada, A., & Ko, Y. J. (2016, June). The effectiveness of word of mouth in spectator sport: A gender difference perspective. 20-minute oral presentation at the North American Society for Sport Management Conference. 11. Asada, A., Ko, Y. J., & Kiousis, S. (2015, October). Effects of team identification on word of mouth persuasiveness: A self-categorization perspective. 20-minute oral presentation at the Sport Marketing Association Conference. 12. Tsukahara, F., Matsuhasi, T., Sato, S., & Asada, A. (2015, September). Institutional environment influencing the establishment of sport commissions in small and medium sized municipalities: A comparison between Japan and the Florida state. 20-minute oral presentation at the European Association for Sport Management Conference. 13. Asada, A., Ko, Y. J., & Kaplanidou, K. (2015, June). The determinants of word of mouth influence in sport viewership. 20-minute oral presentation at the North American Society for Sport Management Conference. 14. Matsumoto, H., Sato, S., Asada, A., & Chiashi, K. (2014, December). The effects of recreation specialization on subjective happiness: A case of American anglers. 20-minute oral 3

4 presentation at the National Congress of Japan Society of Leisure and Recreation Studies. 15. Arai, A., Ko, Y. J., & Asada. A. (2014, May). Athlete scandals as consumers identity threats: The moderating roles of self-brand connection and self-construal. 20-minute oral presentation at the North American Society for Sport Management Conference. RESEARCH EXPERIENCES IN THE ADVANCED SPORT MARKETING RESEARCH(ASMR) LAB AT THE UNIVERSITY OF FLORIDA I am an associate director of the Advanced Sport Marketing Research (ASMR) Lab at the University of Florida. The ASMR Lab is dedicated to (a) the generation, dissemination, and communication of theoretical knowledge in sport marketing and consumer behavior through innovative and interdisciplinary research, and (b) providing a foundation for the best practices in the sport industry and related industries. As a lab member, I made several research presentations, prepared annual plan for invited speaker series, participated in research projects, and mentored both Ph.D. and Master s students. TEACHING Course Instructor Experiences 1. SPM 5309 Sport Marketing (Graduate) Fall Enrollment: 16 students - Student Evaluation: 4.8/5 overall teaching rating 2. SPM 4515 Sport Business and Finance (Undergraduate) Fall Enrollment: 55 students - Student Evaluation: 4.8/5 overall teaching rating 3. SPM 3306 Sport Marketing (Undergraduate) Spring Enrollment: 32 students - Student Evaluation: 4.77/5 overall teaching rating 4. SPM 3306 Sport Marketing (Undergraduate) Fall Enrollment: 43 students - Student Evaluation: 4.82/5 overall teaching rating 5. SPM 3306 Sport Marketing (Undergraduate) Spring Enrollment: 38 students - Student Evaluation: 4.86/5 overall teaching rating 6. SPM 3306 Sport Marketing (Undergraduate) Fall Enrollment: 13 students - Student Evaluation: 5/5 overall teaching rating 4

5 7. Health and Physical Education Spring Bunkyo Daisan Junior High School, Tokyo, Japan Teaching Assistant Experiences 1. HLP 6515 Evaluation Procedure (Graduate) Spring Enrollment: 21 students 2. LEI 6931 Spatial Analysis for Social Data (Graduate) Spring Enrollment: 9 students 3. HLP6535 Research Methods (Graduate) Fall Enrollment: 12 students 4. LEI6931 Intro to Data Mining (Graduate) Fall Enrollment: 15 students Guest Lecture Experiences 1. How to contribute to theory Spring SPM 5936 Sport Management Theories Seminar 2. How to develop a conceptual model Spring SPM 5936 Sport Management Theories Seminar 3. Branding sport team, athletes, and products Fall Global Sport Leadership Program 4. Sport sponsorship and athlete endorsement Fall Global Sport Leadership Program 5. How to maximize your learning and productivity in Ph.D. program Spring SPM 6036 Research Seminar in Sport Management (Graduate) 6. How to enhance the effectiveness of word-of-mouth in sport marketing Spring SPM 5309 Sport Marketing (Graduate) 7. Pricing strategies in sport marketing Spring SPM 3306 Sport Marketing (Undergraduate) 8. Pricing strategies in sport marketing Fall SPM 3306 Sport Marketing (Undergraduate) 9. International comparison of sport management programs Fall Ph.D. Seminar in Sport Management - Waseda University, Tokyo, Japan 10. Pricing strategies in sport marketing Spring

6 - SPM 3306 Sport Marketing (Undergraduate) 11. Cross-Cultural Understanding Fall Waseda Setsuryo High School, Osaka, Japan GRANTS 1. Ko, Y. J. (PI), Sagas, M. (CO-PI), Lee, J. (CO-PI), & Mills, B. (CO-PI) (2017). Global sports leadership program. Korea Sports Promotion Foundation. Total Funding: $268, (Direct cost - $227, and Indirect Cost - $41,770.45). (July 17, 2017 March 3, 2018). Participated as a lecturer and mentor. 2. Ko, Y. J. (PI), Sagas, M. (CO-PI), DeMichele, D. (CO-PI), Mills, B. (CO-PI), Lee, J. (CO-PI), Jang, W. (CO-PI), Chang, Y. (CO-PI), Sato, S. (CO-PI), Asada, A. (CO-PI), & Kim, D. (CO-PI) (2015). PGA Golf Management University Program: Assessment and Strategic Direction. The proposal was submitted to PGA of America. Total Funding: $145, (Indirect Cost - $48,379.89). (Unfunded) AWARDS Stanley Lecture Student Research Competition, Winner. College of Health and Human Performance, University of Florida, Gainesville, FL The Outstanding Achievement Award. University of Florida International Center, Gainesville, FL. SERVICES University 1. President of the Gainesville Japanese Association - Mentored Japanese colleagues in their studies and in life - Organized several events and facilitated relationship-building among Japanese students and their families Department 1. Student member for sport management faculty search function - Attended candidates presentations and interviews - Provided feedback for the department 2. Student representative for Dissertation Advisor and Mentor Award committee - Reviewed submitted materials - Provided feedback for the department Advanced Sport Marketing Research (ASMR) Lab 1. Associate director - Organized weekly research meetings - Managed presentation schedules - Invited guest speakers - Mentored Ph.D. and master s students Manuscript Review 1. Reviewer European Sport Management Quarterly, Sport Marketing Quarterly, International 6

7 Journal of Sports Marketing and Sponsorship, Leisure Studies, Graduate Conference in Hospitality and Tourism, North American Society for Sport Management Conference 2. Ad Hoc Reviewer Journal of Business Research INDUSTRY EXPERIENCES 1. Sponsorship Sales at Major League Baseball Japan Apr Aug Created the minutes of meetings with sponsors - Developed sponsorship packages - Gave presentations for the marketing director - Participated in event operation at MLB Road Show in Ishinomaki 2. Customer Service at Tohoku Free Blades Sept Mar Conducted surveys and developed marketing strategies for increasing game attendance - Launched the official Facebook page - Held pre-game and half-time events at playoff games 3. Event Operations at Shimizu Okuto Aug Nov Worked as a gatekeeper - Distributed giveaways - Involved in pregame events 4. Assistant to News Editors at Japan Broadcasting Corporation Apr Mar Kept scores of professional baseball games - Checked game and player statistics in news scripts MEMBERSHIP IN PROFESSION 1. North American Society for Sport Management (2013-present) 2. Sport Marketing Association (2012-present) SKILLS Language - Fluent in English and Japanese Computers & Statistical Software - Proficient at Microsoft Office, SPSS, AMOS, and Mplus Certificate - Japanese teacher s license for junior high school (health and physical education) - Japanese teacher s license for high school (health and physical education) 7