Dr. Eddy joined the Department of Kinesiology in 2017 in the area of Sport Management. He has previously held Assistant Professor positions in Sport Management at the University of Arkansas in Fayetteville, Arkansas, USA, and St. John’s University in Queens, New York, USA. Dr. Eddy earned his Ph.D. in Sport Administration in 2011 from the University of Northern Colorado, and holds a Masters in Sport Management from West Virginia University. He also holds Bachelors and Masters degrees in Pure Mathematics from Memorial University in St. John’s, NL, Canada.
Dr. Eddy’s research centres around sport marketing; particularly sponsorship, consumer behavior, and social media marketing. His research has been published in a number of academic journals, including Sport Management Review, Sport Marketing Quarterly, International Journal of Sport Communication, International Journal of Sport Finance, Journal of Applied Sport Management, Journal of Sport Behavior, and Journal of Issues in Intercollegiate Athletics. Dr. Eddy has also presented his research at several national and international conferences, and currently serves on the editorial review board for the Journal of Issues in Intercollegiate Athletics.
Areas of Research Interest
- Sport marketing
- Sport sponsorship
- Sport consumer behavior
- Social media marketing in sport
- Sport finance and economics
Selected journal publications:
Mayer, K., Morse, A., Eddy, T., & Love, A. (In press). An empirical analysis of constraint factors that affect student non-attendance in collegiate volleyball. International Journal of Sport Management and Marketing.
Rascher, D., Eddy, T., & Hyun, G. (2017). What drives endorsement values for superstar athletes? Journal of Applied Sport Management, 9(2), 1-10.
Eddy, T., Dwyer, B., & Slavich, M. (2017). The impact of team outcomes, brand connection, and game attendance on the corporate image of a stadium naming rights sponsor. Journal of Applied Marketing Theory, 7(1), 1-17.
Cork, B. C., & Eddy, T. (2017). The retweet as a function of eWOM: A study of athlete endorsement activity on Twitter. International Journal of Sport Communication, 10(1), 1-16.
Eddy, T., Reams, L., & Dittmore, S. (2016). Motivations and mediated consumption habits of mixed martial arts online message board users. International Journal of Sport Communication, 9(4), 440-459.
Eddy, T., & Cork, B. C. (2016). Differences between consumer segments’ behavioral intentions in a naming-rights sponsorship scenario. Journal of Issues in Intercollegiate Athletics, 9, 142-162.
Eddy, T., Rascher, D., & Stewart, R. (2016). Where is everyone? An examination of attendance at college football bowl games. International Journal of Sport Finance, 11(1), 26-45.
Reams, L. & Eddy, T., & Cork, B. C. (2015). Consumer points of attachment and sponsorship outcomes in the Ultimate Fighting Championship. Sport Marketing Quarterly, 24, 91-104.
Eddy, T. (2014). Measuring effects of naming-rights sponsorships on fan purchasing intentions. Sport Management Review, 17, 362-375.