国产剧麻豆剧

Vassilis Dalakas, Ph.D.

Associate Dean of Graduate and Professional Studies and Professor of Marketing

Dr. Vassilis Dalakas joined the Fermanian School of Business in 2025 as Associate Dean of Graduate and Professional Studies and Professor of Marketing. He has previously taught at several universities in the United States and Europe. His primary areas of teaching and research include Sports Marketing, with a particular focus on Sports Partnerships and Sponsorships, and Consumer Behavior.

Dr. Dalakas鈥檚 research has been featured in outlets such as ESPN.com, Sports Business Journal, Science Daily, and Public Radio. He has also been quoted in numerous media publications, including USA Today, U.S. News & World Report, Newsweek, HuffPost, MSNBC, CBS News, The Guardian, The New Yorker, Reader鈥檚 Digest, AP News, San Diego Union-Tribune, San Francisco Business Times, and Yahoo Sports.

He is passionate about mentoring students and frequently engages in collaborative research with students. Several of these student partnerships have resulted in academic presentations and publications.

Education

Ph.D., Marketing, University of Oregon
M.A., West European Studies, Indiana University
B.A., Business Administration, Hanover College

Courses Taught

  • Consumer and Organizational Buying Behavior - MKT 3033

Experience in Field

  • 国产剧麻豆剧, Associate Dean and Marketing Professor, 2025 - present
  • I脡SEG School of Management, (Lille and Paris, France), Adjunct Professor of Marketing, 2018-present
  • University of Washington, Tacoma, Lecturer, 2025
  • California State University San Marcos, Professor of Marketing, 2014-2025
  • San Diego State University Sports MBA, Visiting Professor, 2011-2025
  • Iaelyon School of Management, Universit茅 Jean Moulin Lyon 3 (Lyon, France), International Week Guest Professor, 2021-2023
  • California State University San Marcos, Chair of the Department of Marketing, 2017 - 2023
  • Aarhus University (Aarhus, Denmark), Summer University Visiting Professor, 2014-2022
  • California State University San Marcos, Associate Professor of Marketing, 2008 - 2014
  • Middlebury Institute of International Studies at Monterey, Adjunct Professor of Marketing, 2003-2013
  • University of New Orleans, Division of International Education (Austria), Visiting Associate Professor of Marketing, 2011
  • Northern Kentucky University, Scripps Howard Center for Civic Engagement, Faculty Director of Mayerson Student Philanthropy Project, 2006-2008
  • Northern Kentucky University, Assistant Professor of Marketing and Sports Business, 2004-2007
  • Berry College, Assistant Professor of Marketing, 1999-2004
  • Government of the Republic of Palau, Division of Agriculture and Mineral Resources,Marketing Technical Assistant, 1995

Professional and Community Involvement

  • Academy of Marketing Science Conference, Track Co-Chair, Consumer Behavior Track, 2025 - 2026
  • Marketing Management Association Spring Virtual Conference, Track Chair, Sports, Entertainment, and Experiential Marketing Track, 2024 - 2026
  • Association of Marketing Theory and Practice Conference, Track Chair, Sport Marketing
    Track, 2020-2022
  • Journal of Business Research, Co-Editor of Special Issue on Sport Marketing and Sponsorship, Editorial Review Board, 2018-2020
  • Academy of Marketing Science Conference, Track Co-Chair, Sports and Entertainment Marketing Track, 2018 - 2019
  • Sport Marketing and Sponsorship Conference, Co-Chair, 2017 - 2018
  • Sport Marketing Quarterly, Co-Editor of Special Issue on Sport Rivalry, 2016-2017
  • Sport Marketing Quarterly, Editorial Review Board, 2006-2017
  • Journal of Sport Management.\, Editorial Review Board,  2012-2015
  • Patio Playhouse (Escondido's Community Theatre) Advisory Board, 2010 - 2011
  • Western Decision Sciences Institute Conference, Track Chair, Public Policy and Non-Profit Organizations Track, 2001 - 2002

Awards and Honors

  • Outstanding Faculty of the Year, San Diego State University Sports MBA 2024 and 2022
  • American Marketing Association Sport & Sponshorship-Linked Marketing SIG Award for Best Paper in Sport Marketing, 2021
  • Master Teacher Award, Marketing Management Association 2021
  • Teaching Innovation Competition Winner, Association of Collegiate Marketing Educators, 2015
  • Teaching Innovation Competition Winner, Marketing Management Association 2013
  • Meritorious Teaching Award, Marketing Management Association 2013 and 2006
  • Outstanding Marketing Teacher Award, Academy of Marketing Science 2011
  • Sandy Easton Award for Outstanding Teaching, Northern Kentucky University College of Business 2008
  • Outstanding Educator Award for Innovative and Creative Teaching, Academy of Educational Leadership 2007
  • Direct Marketing Educational Foundation Collegiate ECHO Competition, Faculty Advisor to Gold and Silver Prize Winners (from 70 teams nationwide), 2004
  • University of Oregon International Student Excellence Award 1999
  • American Marketing Association Doctoral Consortium Fellow, 1996
  • University of Oregon Lindquist College of Business, Teaching Excellence Award, 1995
  • Hanover College Alumni-Senior Award for Scholarship, Character, and Citizenship, 1992

Dissertations, Presentations, and Publications

  • Fetchko, Michael J., Roy, Donald P., and Vassilis Dalakas (2024), Sports Marketing (textbook), Routledge, 3rd edition.
  • Tsordia, Charitomeni, Yannis Lianopoulos, Vassilis Dalakas, and Nicholas Theodorakis (2024), 鈥淔rom Love to Betrayal? When Your Team鈥檚 Sponsor Decides to Also Sponsor Your Rival,鈥� International Journal of Sports Marketing and Sponsorship, 25 (4), 757-776.
  • Bocquet, Matthieu, and Vassilis Dalakas (2023), 鈥淣ation Branding through Sports: The Impact of Qatar鈥檚 Ownership of Paris Saint-Germain (PSG) on Qatar鈥檚 Image by French Soccer Fans,鈥� Atlantic Marketing Journal, 12 (1), Article 6.
  • Dalakas, Vassilis, Joanna Melancon, and Izabela Szczytynski (2023), 鈥淏rands in the Eye of the Storm: Navigating Political Consumerism and Boycott Calls on Social Media, 鈥漄ualitative Market Research, 26 (1), 1-18.
  • Bee, Colleen,Vassilis Dalakas, and Johnny Chen (2022), 鈥淭he Simultaneous Sponsorship of Rival Teams: Beyond Ingroup Favoritism and Outgroup Animosity,鈥� Psychology & Marketing, 39 (1) 196-213.
  • Dalakas, Vassilis, Madeleine Tseng, and Joanna Melancon (2022), 鈥淓ncouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams,鈥� Atlantic Marketing Journal, 11 (1), Article 2.
  • Stewart, Kristin, Vassilis Dalakas, and Danielle Eells (2024), 鈥淚f a Picture Is Worth 1000 Words, How Much Is a Video Worth? The Influence of Ad Format on Ticket Purchasers鈥� Ad Clicks,鈥� Journal of Promotion Management, 30 (3), 416-443.
  • Melancon, Joanna, Mary Jane Gardner, and Vassilis Dalakas (2021), 鈥淭he Era of Consumer Entitlement: Investigating Entitlement After a Perceived Brand Failure, 鈥滼ournal of Consumer Marketing, 38 (7), 780-790.
  • Tyler, B. David, Joe Cobbs, Bridget S. Nicholls, and Vassilis Dalakas (2021), 鈥淪chadenfreude, Rivalry Antecedents, and the Role of Perceived Sponsor Sincerity in Sponsorship of Sport Rivalries,鈥� Journal of Business Research, 124 (1), 708-719.
  • Dalakas, Vassilis and Kristin Stewart (2020), "Earning Extra Credit or Losing Extra Credit? A Classroom Experiment on Framing Incentives as Gains or Losses," Atlantic Marketing Journal, 9 (1), Article 1.
  • Renier, Olivier, Vassilis Dalakas, and Joanna Melancon (2021), 鈥淒oes Fandom Influence Marketing Executives鈥� Valuations of Sports Sponsorships? Insight from the French Soccer League,鈥� Services Marketing Quarterly, 42 (3-4), 194-207.
  • Melancon, Joanna, and Vassilis Dalakas (2018), 鈥淐onsumer Social Voice in the Age of Social Media: Segmentation Profiles and Relationship Marketing Strategies,鈥� Business Horizons, 61 (1), 157-167. [Also available as a case study from Harvard Business Review]
  • Dalakas, Vassilis (2016) 鈥淭urning Guest Speakers鈥� Visits into Active Learning Opportunities,鈥� Atlantic Marketing Journal, 5 (2), 93-100.
    Bee, Colleen, and Vassilis Dalakas (2015), 鈥淩ivalries and Sponsor Affiliation: Examining the Effects of Social Identity and Argument Strength on Responses to Sponsorship-related Advertising Messages,鈥� Journal of Marketing Communications, 21 (6), 408-424.
  • Dalakas, Vassilis, Joanna Melancon, and Tarah Sreboth (2015), 鈥淎 Qualitative Inquiry on Schadenfreude by Sport Fans,鈥� Journal of Sport Behavior, 38 (2), 161-179.
  • Phillips-Melancon, Joanna, and Vassilis Dalakas (2014), 鈥淏rand Rivalry and Consumers鈥� Schadenfreude: The Case of Apple,鈥� Services Marketing Quarterly, 35 (2), 173-186.
  • Dalakas, Vassilis and Gregory Rose (2013), 鈥淟ions, and Tigers, and Bears Oh My: Developing Brand Identity in Sports,鈥� in Leveraging Brands in Sport Business, ed. Mark Pritchard and Jeff Stinson, Routledge Books: 109-122.
  • Dalakas, Vassilis and Bennett Cherry (2013), "You Can't Judge a Book by Its Cover But Can Judge a Man by His Shirt? Implications of Associative and Dissociative Sports Groups for Donation Behaviors," World Congress of Sociology of Sport, Vancouver, Canada, June 12 - 15
  • Dalakas, Vassilis and Joanna Phillips Melancon (2012), 鈥淔an Identification, Schadenfreude toward Hated Rivals, and the Mediating Effects of IWIN (Importance of Winning Index),鈥� Journal of Services Marketing, 26 (1), 51-59.
  • Dalakas, Vassilis, and Aviv Shoham (2010), 鈥淕ender Roles and Gift-Giving Behavior in Israel,鈥� Journal of Consumer Marketing, 27 (4), 381-389.
  • Dalakas, Vassilis (2009), 鈥淐onsumer Response to Sponsorships of the Performing Arts,鈥� Journal of Promotion Management, 15 (1&2), 204-211.
  • Madrigal, Robert and Vassilis Dalakas (2008), "Consumer Psychology of Sport: More than Just a Game," in Handbook of Consumer Psychology, ed. Curt Haugtvedt, Frank Kardes, and Paul Herr, Psychology Press, Taylor & Francis Group, New York: 857-876.
  • Dalakas, Vassilis and Jeff Langenderfer (2007), 鈥淐onsumer Satisfaction with Television Viewing: Insight for the Entertainment Industry,鈥� Services Marketing Quarterly, 29 (1), 47-59.
  • Dalakas, Vassilis (2006), 鈥淭he Importance of a Good Ending in a Service Encounter, 鈥漇ervices Marketing Quarterly, 28 (1), 35-53.
  • Dalakas, Vassilis and Aron M. Levin (2005), "The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes," Advances in Consumer Research, Vol. 32 (91-97), ed. Geeta Menon and Akshay R. Rao, Duluth, Minnesota.
  • Dalakas, Vassilis, Robert Madrigal, and Keri L. Anderson (2004), "We Are Number One! The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing" in Sports Marketing and the Psychology of Marketing Communications, ed. Lynn R. Kahle and Chris Riley, Erlbaum, Mahwah, NJ: 67-79
  • Rose, Gregory M.,Vassilis Dalakas, and Fredric Kropp (2003), 鈥淐onsumer Socialization and Parental Style across Cultures: Findings from Australia, India, and Greece,鈥� Journal of Consumer Psychology, 13 (4), 366-376.
  • Shoham, Aviv, and Vassilis Dalakas (2003), 鈥淔amily Consumer Decision Making in Israel: The Role of Teens and Parents,鈥� Journal of Consumer Marketing, 20 (3), 238-251.
  • Dalakas, Vassilis, and Fredric Kropp (2002), 鈥淎ttitudes of Youth toward Purchasing from Sponsors: A Cross-Cultural Perspective,鈥� Journal of Euromarketing, 12 (1), 19-39.
  • Rose, Gregory M., Vassilis Dalakas, and Fredric Kropp (2002), 鈥淎 Five Nation Study of Developmental Timetables, Reciprocal Communication, and Consumer Socialization, 鈥滼ournal of Business Research, 55 (11), 943-949.
  • Kahle, Lynn, Marc Duncan, Vassilis Dalakas, and Damon Aiken (2001), 鈥淭he Social Values of Fans for Men鈥檚 versus Women鈥檚 University Basketball,鈥� Sport Marketing Quarterly, 10 (3), 36-42.