Benjamin Larkin

Benjamin Larkin is an Academic Dean of Management and Marketing and Co-Director of the Girard School of Business at Merrimack College. His research bridges technology, media consumption, and sports, analyzing modern consumer behavior in sports fandom and digital engagement.

• Ph.D. in Management from UMass Amherst
• M.S. in Sport Management from Southern New Hampshire University
• B.S. in Business Administration from the University of Maine

His work focuses on Consumer Behavior, Sport Marketing, and the Intersection of Sport and Politics, particularly how technology alters traditional sports consumption patterns. Recent studies examine identity conflict in politically engaged fans, dehumanization of athletes, and the psychological impact of fantasy sports.

Key trends in his publications include brand attachment, fan loyalty dynamics, collective narcissism, and media-driven consumer behavior in sports contexts.

• North American Society for Sport Management Research Fellow, 2024
• Outstanding Professional Paper Award, Sport Marketing Association, 2018
• Ph.D. Program Research Award, Isenberg School of Management, 2017

Larkin advises students in sports marketing and consumer behavior research. His work has been supported by grants from the Sport Marketing Association and Isenberg School of Management.