Dae Hee Kwak

Dae Hee Kwak is Associate Professor of Sport Management and Co-Director of the Michigan Center for Sport Management at the University of Michigan, US. His research focuses on sport consumer behavior in various sport-related consumption contexts, and his long-term research goal is to identify how sport consumer behavior is similar/dissimilar with other types of consumer behavior. Dae Hee s current work focuses on how emotion and experiential judgments influence various decisions to consume...See more

Dae Hee Kwak is Associate Professor of Sport Management and Co-Director of the Michigan Center for Sport Management at the University of Michigan, US. His research focuses on sport consumer behavior in various sport-related consumption contexts, and his long-term research goal is to identify how sport consumer behavior is similar/dissimilar with other types of consumer behavior. Dae Hee s current work focuses on how emotion and experiential judgments influence various decisions to consume sport-related products/services. " See less