Mark H. McCormack Department of Sport Management at Isenberg

Prof. Younghan Lee 

Younghan Lee  

Assistant Professor


Telephone: 413-545-5694

Email: ylee@isenberg.umass.edu

Office: Isenberg 236B

Blog: dobedobe.blog.me

 

 

View CV (pdf)



Education:

Ph.D., Seoul National University

M.S., Seoul National University

B.S., University of Southern California

Research/Teaching Interests:

Sport Marketing

Relationship Marketing

Customer Relationship Management (CRM)

Strategic Sport Marketing

Management Efficiency

Ticket Pricing Strategy


Journal Publications/Presentations

Lee, Y., & Kim, S.H. (2013). Coach Leadership Effect on Elite Handball Players' Psychological Empowerment and Organizational Citizenship Behavior. International Journal of Sports Science and Coaching, 8(2).

 

Kim, M. L., & Lee, Y. (2013). Examining behaviors of female older adult volunteers in a global sporting event. Korean Journal of Sport Science, 24(1), 36-46.

 

Fairley, S., Lee, Y., Green, C., & Kim, M. L. (2013). Considering cultural influences in volunteer satisfaction and commitment. Event Management an International Journal, 18(1).

 

Lee, Y., Kang, J.H, Park, I., & Lee, Y. (2013). Economic analysis of the sudden emergence of Korean female golfers in LPGA. In Handbook on the Economics of Women's Sports. Michael A. Leeds (Ed.).

Northampton: Edward Elgar Publishing Company.

 

Lee, Y., Kang, J.H. (2010). Designing ticket price strategy in professional sport team using conjoint analysis. International Journal of Sports Marketing and Sponsorship, 12(2), 124-137.

 

Lee, Y. (2009). Evaluating management efficiency of Korean professional teams using DEA. International Journal of Applied Sports Science, 21(2), 93-112.

 

Kang, J.H., & Lee, Y. (2007). Evaluating management efficiency of Korean professional baseball teams using data envelopment analysis (DEA), International Journal of Sport and Health Science, 5, 125-134.

 

Lee, Y. (2004). Unmistakable expression of faith in the enduring power of sport marketing to sell. The Institute of Sport Science Newsletter, 49(1), 13-17.

 

Conference Presentations

 

Lee, Y., Lee, H. W., & Kim Y.K. (2013). Antecedents and Consequences of Relationship Quality: Empirical Examination in Participant Sports. North American Society for Sport Management, Austin TX, U.S.A.

Lee, Y., & Koo, J., & Lee, C. (2013). The Effects of Celebrity Athlete Endorsement on Attitudes and Purchase Intentions: The Interaction Effect between Athlete Endorser-product Congruence and Endorser Credibility. North American Society for Sport Management, Austin TX, U.S.A.

Lee, Y., & Lee, C., & Koo, J. (2013).Understanding the Relationship between Volunteers' Social Media Interaction, Team Member Exchange, and Organizational Citizenship Behavior in a Community Sporting Event. North American Society for Sport Management, Austin TX, U.S.A.

Lee, Y., Kim, M., & Woo, B. (2013). The Relationship between Centrality, Volunteer Satisfaction, and Re-participate Intention of Older Adult Female Volunteers: The Case of Daegu IAAF World Championship Games. North American Society for Sport Management, Austin TX, U.S.A.

Lee, Y., Kim, K. T., & Bang, S. (2012). The effect of venue image on spectators' loyalty behavior at a KPGA competition. Global Marketing Conference, Seoul, Korea.

Lee, Y., & Kang, J.H. (2012). Perceived customer relationship quality and loyalty behavior of golf club customers. North American Society for Sport Management, Seattle WA, U.S.A.

Lee, Y., & Kim, M. (2012). Senior volunteers' satisfaction and intention to reparticipate in a sporting event: A serious leisure perspective. North American Society for Sport Management, Seattle WA, U.S.A.

Lee, Y., & Kim, K.T. (2007). Designing ticket price strategy using conjoint analysis. North American Society for Sport Management, Miami, U.SA.

Kim, K.T., & Lee, Y. (2007). Customer retention in the participant sport industry: A general equation model of service quality, emotion, and repurchase intention. North American Society for Sport Management, Miami, U.SA.

Lee, Y., & Oh, J.W. (2007) Evaluating management efficiency of Korean pro-soccer teams using DEA Analysis. North American Society for Sport Management, Miami, U.S.A.

Kim, K.T., Lee, Y., & Rhee, Y.C. (2006). The effect of loyalty on spectator sport. North American   Society for Sport Management, Kansas, U.S.A.

 

Industrial Projects

Hyundai Motor Company Global Sport Marketing Strategy Renovation. Hyundai Motor Company.

 

Sport industry expert foster program. Korea Ministry of Education, Science, & Technology.

 

Winter sport development project. Korea Ministry of Culture, Sports, & Tourism.

 

SK Telecom long-term sport business strategy development. SK Telecommunications.

 

Feasibility analysis: Sport event market forecast system. Korea Sports Promotion Foundation.

 

Seoul Olympic park master plan development. Korea Olympic Committee.

 

SK pro-soccer team regional adaptation strategy development. SK corporation.

 

Revenue model development for KSPO. Korea Sports Promotion Foundation.

 

SK pro-soccer team efficient business strategy development. SK corporation.

 

Grants/Awards

 

Lee, Y.H. (2004). Korea Research Foundation grant, Korea Government (KRF-2005-003-G00050), $24,000.

 

Lee, Y.H. (2006). Hyung-Ae Foundation Grant, $20,000.

 

Lee, Y.H. (2003). Hyung-Ae Foundation Grant, $20,000.

 

Industry Experience

LG Electronics Inc., Overseas Market Intelligence & Planning Division.