معرفی
Lane Wakefield is a Clinical Assistant Professor in the Department of Marketing at the Hankamer School of Business, Baylor University. As the Director of the Center for Sales Strategy in Sports and Entertainment (S3E), he bridges academic research with industry applications in sports partnerships and marketing communications.
- PhD in Sport Management, Texas A&M University (2016)
- MS in Sport Management, Baylor University (2011)
- BBA in Marketing, Howard Payne University (2010)
His research focuses on sponsorship evaluation, ephemeral media, and consumer behavior in sports contexts. Recent work explores:
- Temporal aspects of digital marketing
- Psychological drivers of fan engagement
- ROI of brand partnerships
- Digital rights management
Publications span journals like European Journal of Marketing, Journal of Advertising, and Sport Management Review. He consults through Wakefield, a sports partnership agency, and advocates for mental health in brand collaborations.
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