Yonghwan Chang, PhD

Assistant Professor, Sport Management
Contact Information

222A Cooke Hall

1900 University Ave. SE

Minneapolis, MN 55455

(612) 626-9282


Chang CV



2017 - Present  Assistant Professor, University of Minnesota

2016 - 2017  Assistant Professor, Texas Tech University

2012 - 2016  Graduate School Fellowship, University of Florida


Research Lines

Dr. Chang’s research interests are sport marketing and consumer behavior, with an emphasis on two lines of inquiry: (i) experiential consumption and (ii) sport sponsorship.


Sport experiences are largely subjective, contextual, hedonic, and affective in nature, and thus he aims to provide an improved understanding of consumers’ decision-making processes as well as the benefits and values of sport experiences. He explores a variety of experiential consumption areas such as luxury services, spectator sports, and social media.


The primary objective of his sport sponsorship research is to identify the complex network of brand associations stored in consumers’ memory in order to optimize desirable consumption outcomes. He works toward expanding current sponsorship literature by integrating recent metacognitive accounts of consumers’ perception and assessment with the purpose of filling explanatory gaps in the existing research.


Technologies and Knowledge Creation

As a means to create innovative and impactful knowledge, Dr. Chang has a keen interest in adapting emerging technologies. He utilizes technologies in three ways: i) as a statistical tool, ii) as a measurement of consumer cognition and emotion, and iii) as a research context.


He is proficient in the R programming language and open-source software for statistical analyses. Dr. Chang desires to improve and diversify existing methods in order to more accurately measure consumer cognition and emotions, thus overcoming response biases. In particular, he explores sport consumers’ unfiltered, natural, and real-life expression of their emotions by employing a combination of machine learning and Bayesian optimization techniques. 


Most recently, he utilizes entertainment technologies as research contexts in order to identify major industrial and academic trends. He explores the role of simulated environments in developing spectators’ emotional inertia and variability as well as their emotional resilience. 


Selected Awards



  • KIN 8980 (Grad Research Seminar)
  • KIN 5631 (Grad S Marketing)
  • KIN 5421 (Grad S Finance)
  • SMGT 3631 (Under S Marketing)


Graduate advisees


*Introduction Page of Dr. Chang in the All Things Kinsidered.




Ph.D. Sport Management, University of Florida
M.A. Sport Management, University of Florida
B.A. Physical Education, Seoul National University

Selected Publications
  1. Chang, Y. (in press). Spectators' emotional responses in tweets during the Super Bowl 50 game. Sport Management Review.

  2. Chang, Y. (in press). Exploring the patterns of dual attitude changes in the context of athlete endorsement: The interplay of fit, evaluative conditioning, and introspection focus. Journal of Sport Management.

  3. Chang, Y. (in press). When infamy becomes fame: The positive side of negative athlete publicity. Journal of Sport Management.

  4. Chang, Y., & Ko, Y. J. (in press). The effects of association strength on attention and product evaluation: Reconsidering endorsement effectiveness. European Journal of Marketing.

  5. Chang, Y., Wann, D. L., & Inoue, Y. (in press). The effects of implicit team identification on revisit and word-of-mouth intentions: A moderated mediation of emotions and flow. Journal of Sport Management.

  6. Chang, Y., Ko, Y. J., & Carlson, B. D. (in press). Implicit and explicit affective evaluations of athlete brands: The associative evaluation-emotional appraisal-intention (AEI) model of athlete endorsements. Journal of Sport Management.

  7. Chang, Y., & Ko, Y. J. (2017). Consumers’ perceived post purchase risk in luxury services. International Journal of Hospitality Management, 61, 94-106.

  8. Chang, Y., Ko, Y. J., & Leite, W. (2016). The effect of perceived brand leadership on luxury service WOM. Journal of Services Marketing, 30, 659-671.

  9. Chang, Y., & Ko, Y. J. (2016). Reconsidering the role of fit in celebrity endorsement: Associative-propositional evaluation (APE) accounts of endorsement effectiveness. Psychology & Marketing, 33, 678-691.

  10. Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21, 63-80.

  11. Chang, Y., Ko, Y. J., Tasci, A., Arai, A., & Kim, T. H. (2014). Strategic match of athlete endorsement in global markets: An associative learning perspective. International Journal of Sports Marketing and Sponsorship, 15, 253-271.