Angeline Scheinbaum

Angeline Scheinbaum serves as the Dan Duncan Professor of Sports Marketing and Associate Professor of Marketing at Clemson University's Wilbur O. and Ann Powers College of Business. Her research focuses on consumer behavior, integrated brand promotion, and sponsorship/experiential marketing within the sports and social media sectors. With extensive industry experience working with major event sponsors including Dodge, Ford, VW, Toyota, Shell, Lexus, Suzuki, Mazda, USA Cycling, and AT&T, she brings practical insights to her academic work.

Dr. Scheinbaum earned her Ph.D. in Marketing from The University of Georgia in 2006, along with an M.M.C. in Advertising (2002) and A.B.J. in Advertising (2000) from the same institution. Her research interests center on consumer behavior psychology, integrated brand promotion, and sponsorship/experiential marketing within sports and social media contexts. She has developed theoretical frameworks examining event-sponsor fit, consumer-event congruity, market resistance, and the psychological mechanisms behind online shopping cart abandonment.

Her publication record demonstrates consistent scholarly output with recent work focusing on digital engagement, experiential marketing outcomes, and the psychological drivers of consumer behavior in e-commerce and event settings. These publications reveal a strong trend toward examining the intersection of traditional marketing principles with emerging digital platforms and consumer behaviors. Her work often bridges theoretical concepts with practical applications for marketers.

• American Marketing Association Sports SIG Paper of the Year
• Academy of Marketing Science's M. Wayne Delozier Best Conference Paper Award

Dr. Scheinbaum serves on the editorial boards of prestigious journals including Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Advertising Research, and Journal of Business Research. She has mentored doctoral students and collaborated extensively with colleagues across disciplines. Her professional service includes leadership roles as Chair of CBSIG for the American Marketing Association and various positions within the Academy of Marketing Science. She is an active member of the Association for Consumer Research, Sport Marketing Association, and American Academy of Advertising.