معرفی
Melissa Davies serves as an Associate Professor of Sport Administration at Ohio University's College of Business. Her research focuses on sport consumer behavior, brand management, and participant motivation. She holds a Ph.D. in Sport Administration from the University of Northern Colorado and has practical experience as a Director of Marketing for an Independent League Baseball Team and a City Recreation Programmer. Davies is affiliated with the Wasserman Collective Think Tank, advocating for gender parity in women’s sport.
Her education includes a Master of Science in Sport Management (California University of Pennsylvania) and a Bachelor of Science in the same field. Her work bridges academia and industry, emphasizing actionable insights for sport brands and consumer engagement. Key contributions include analyzing the LPGA's global expansion challenges, exploring fan behavior in sports like the NBA and NHL, and developing frameworks for new team branding.
Davies’ research also addresses sustainability in sport events, such as trail racing in national parks, and the psychological factors influencing participation in activities like golf and CrossFit. She has received recognition, including a 2022 Best Paper award finalist designation. Her articles frequently dissect modern issues like NIL partnerships for NCAA athletes and the digital launch strategies of teams during pandemics.
- Awards: 2022 Best Paper award finalist (Sport Management Education Journal)
- Key Projects: Collaborative global sport management education, NHL Seattle fan connection studies, and connected fitness brand analysis
- Expertise: Sport marketing, team branding, consumer psychology, and gender equity in sports
