Higher Education
- PhD in Sport Management
Department of Sport Management, Florida State University, USA
Emphasis in Sport Marketing - MSc in Physical Education
Department of Physical Education, Yonsei University, Korea - BSc in Sport & Leisure Studies
Department of Sport & Leisure Studies, Yonsei University, Korea
Previous Posts
- Nanyang Technological University, Singapore
Assistant Head of Department (July 2014 - August 2015)
Programme Coordinator, Sport Science and Management (January 2012 - June 2014)
Assistant Professor (July 2006 - August 2015) - Yonsei University, Korea
Adjunct Lecturer March (March 1999 - August 2001)
Research Interests
- Consumers’ cognitive structures in advertising and sponsorship
- Globalness of sport brands
- Sport brand development and extensions
- Sport consumer behaviours in e-sports
- Managing service quality in sport
- Organisation behaviours and management
- Leadership in the PE and sport context
- Scale development in sport management and education
- EDI in campus sport participation
Selected Recent Research Projects and Sources of Funding
- 2023, Strategic consultancy: UK City of Sport (Spirit of 2012, UK)
- 2023, Investigating the 2023 global sport development trends: UK sport markets (Ministry of Culture, Sports and Tourism, Korea)
- 2023, Race equality at campus sport: Using the concepts of motivation and service quality (Pitch to the Panel, SSEHS, Loughborough University, UK)
- 2022, Investigating the 2022 global sport development trends: UK sport markets (Ministry of Culture, Sports and Tourism, Korea)
- 2021, COVID-19 and sport business: The role of nostalgia (Nanyang Technological University, Singapore)
- 2021, Investigating the recent trends of global sport industries (Ministry of Culture, Sports and Tourism, Korea)
- 2021, The 2021 Teaching Artist Support Project for Schools in Seoul (Korea Culture and Arts Education Service, Korea)
- 2020, Comparing the consumption patterns across different sport business categories during the Covid-19 pandemic (Ministry of Culture, Sports and Tourism, Korea)
- 2020, A study on the government’s sports industry contact-free policy and the counteracts the threat of coronavirus (Covid-19): Comparing cases of the US, the UK, and Germany (Ministry of Culture, Sports and Tourism, Korea)
PhD Supervisions
Completed
- Viola Lyu (April 2026, Co-supervisor)
Thesis topic: The impacts of motivation, experience, and satisfaction on employability, well-being, and future volunteering intentions among the Hangzhou 19th Asian Games volunteers
Employment: Lecturer at Atlantic Technological University, Ireland - Bruce Chen (December 2025, Lead supervisor)
Thesis topic: Exploring the Premier League’s brand equity in the Chinese market
Employment: Lecturer at Leeds Beckett University, UK - Bickram Ram (October 2025, Co-supervisor)
Thesis topic: Analysing commercial representation by football agents: How does a football agent conduct commercial representation of talent in the football industry?
Employment: Founder of Prowess Commercial Sports Consultancy - Bingjie Wang (November 2024, Lead supervisor)
Thesis topic: The development of a structural model of corporate social responsibility of Chinese Super League clubs
Employment: Senior Lecturer at the Technological and Higher Education Institute of Hong Kong, Hong Kong - Lucy Zhu (June 2023, Lead supervisor)
Thesis topic: Motivation and decision making in eSports spectatorship in China (Winner, 2022 EASM New Researcher Award)
Employment: Senior Lecturer at University Campus of Esports, UK - Wei Gao (November 2022, Lead supervisor)
Thesis topic: The development of a structural model of athlete brand equity (Finalist, 2021 EASM New Researcher Award)
Employment: Lecturer at Zhjiang Conservatory of Music, China - Sungkyung Kim (September 2022, Co-supervisor)
Thesis topic: How can we enhance public support? The important role of government public relationships in the context of mega sport events (Runner-up, EASM 2022 New Researcher Award)
Employment: Lecturer at University of Stirling, UK - Adam Shi (April 2022, Lead supervisor)
Thesis topic: Measuring and achieving service quality for youth football academies in China: A perspective from players
Employment: Assistant Professor at Hong Kong Metropolitan University, Hong Kong - Chunxiao Li (December 2014, Co-supervisor)
Thesis topic: Measurement of the sport talent development environment and its relationship with athletes’ self-determined motivation and burnout
Employment: Professor at South China Normal University, China
Current
- Sinead O’Keeffe (writing stage, Lead supervisor)
Thesis topic: Sponsorship in Formula One motor racing: The role of image transfer in sponsorship effectiveness
Employment: Lecturer at South East Technological University, Ireland - Ciro Sun (writing stage, Lead supervisor)
Thesis topic: Service quality and its outcomes of sport broadcasting via new media in China: From a perspective of consumers - Yang Xia (writing stage, Lead supervisor)
Thesis topic: Investigating football talent development environment in China: A case of football-specialised schools in China - Xin Zhang (writing stage, Lead supervisor)
Thesis topic: Five papers on exploring perceived brand localness and perceived brand globalness for sport merchandise brands in China (alternative thesis format) - Wenjing Fu (writing stage, Lead supervisor)
Thesis topic: Exploring antecedents and consequences of perceived value towards university sport team licensed merchandise
Employment: Lecturer at University of Northampton, UK - Guo Yu (writing stage, Lead supervisor)
Thesis topic: Understanding football fans' adopting or resisting the metaverse viewing: A behavioural reasoning theory perspective - Minsik Jo (R3, Lead supervisor)
Thesis topic: Consumer beliefs about esports sponsorship: Developing a structural framework - Shuchang Wang (R3, Lead supervisor)
Thesis topic: Investigating brand association in the context of women's professional sport - Jeongju Park (R3, Lead supervisor)
Thesis topic: A structural model of sense of community, social cohesion, and wellbeing in community-based physical activity: Evidence from university students in the UK and South Korea - Guolanqi Li (R2, Co-supervisor)
Thesis topic: Societal influence of female sport celebrities as role models in China - Hyunjoo Lee (R1, Lead supervisor)
Thesis topic: Structuring perceived authenticity of environmental activism (PAEA) in mega sport events: A dual-path model incorporating psychological reactance - Jie Liu (R1, Lead supervisor)
Thesis topic: Constructing digital brand identity among elite female athletes: A cross-cultural mixed-methods analysis of social media - Xiaoji Lan (R1, Co-supervisor)
Thesis topic: From exposure to legacy equity: How policy pathways and narratives shape consumer perceptions of mega-sport events in the UK and China - Youngxin Li (visiting PhD student, Lead supervisor)
Thesis topic: The impact of the degree of fit between sports events and sponsors on purchase intention towards sponsored brands: A study based on the mediating effects of event loyalty and image transfer
Selected Invited Conference Keynote
- Pyun, D. Y. (2021, November). Strategic sport marketing in the Premier League. A keynote speech presented at 1st International Congress on Sport Sciences and Interdisciplinary Research, Tehran, Iran.
- Pyun, D. Y. (2020, November). Development and application of a framework of nostalgia in sport marketing. A keynote speech presented at 12th International Congress of Sport Sciences, Tehran, Iran.
- Pyun, D. Y. (2017, April). Effectiveness of sport promotions: Advertising and sponsorship. A keynote speech presented at 10th International Congress on Sport Sciences, Tehran, Iran.
- Pyun, D. Y. (2015, May). Youth development through sport in Singapore: A case of Vision 2030. A keynote speech presented at 11th Asian Society of Physical Education of Young Children Conference, Taoyuan, Taipei.
- Pyun, D. Y. (2015, March). Beyond promoting brand Image: Behavioral economics in sport. A keynote speech presented at 2015 International Conference on Management and Behavioral Sciences, Singapore.
- Pyun, D. Y. (2014, October). Youth development through sport in Singapore: Past, present, and future. A keynote speech presented at the 10th Asian Youth Sport Conference & 2014 UNESCO Chair International Conference, Jeju Island, Korea.
- Pyun, D. Y. (2014, October). Global trends in the future of higher education: Redesigning learning environments in Singapore. A keynote speech presented at the International Conference for Future Education 2014, Busan, Korea.
- Pyun, D. Y. (2014, May). Vision 2030: Revitalization of Singapore through sport. A keynote speech at 2014 Health and Leisure International Conference, Tainan City, Taiwan.
- Pyun, D. Y. (2009, August). Promoting leisure and recreational activities in Singapore: A report from Sporting Culture Committee. A keynote speech at 2009 International Leisure and Recreation Congress, Yong-In, Korea.
Journal Activity
- Guest Editors for Frontier Psychology, Managing Sport and Leisure, Frontier in Sports and Active Living
- Editorial board member for Asia Journal of Sport and Exercise Psychology, Research in Dance and Physical Education, Journal of Global Sport Management, Korean Journal of Sport Management, and Korean Journal of Sport Science
- Regular referee for a number of journals in sport management, sport psychology, coaching, sport communication, outdoor education, advertising, leisure, general marketing, PE, etc.
Best Conference Reviewer
- 2021 European Sport Management Conference: The European Festival of Sport Management Research and Practice
- 2018 European Sport Management Conference, Malmö, Sweden
Collaborative Research
Doyoung's research has benefitted from collaborations with academic and practical colleagues in various overseas HEIs:
- Faculty of Physical Education & Sport Sciences, Kharazmi University, Iran
- Urmia University, Iran
- Department of PE and Sport Sciences, University of Kurdistan, Iran
- Physical Education Lab of Chung-Ang University, Korea
- National Institute of Education, Nanyang Technological University, Singapore
- Global Research Institute for Arts and Culture Education, Sangmyung University, Korea
- Korea Institute of Sport Science, Korea
- Texas A&M University, USA
- Lunex International University of Health, Exercise and Sport, Luxembourg
- Brock University, Canada.
- Universidad Politecnica de Cartagena, Spain.
Featured publications
- Cho, H., Pyun, D. Y., & Wang, C. K. J. (in-press). Teachers’ work-life balance: The effect of work-leisure conflict on work-related outcomes. Asia Pacific Journal of Education.
- Kim, S., Manoli, A. E., Pyun, D. Y., & Kenyon, J. A. (in-press). Government-public relationships in the context of mega sport events: Conceptualisation and scale development. International Journal of Sports Marketing and Sponsorship.
- Byon, K. K., Du, J., & Pyun, D. Y. (in-press). Editorial: Is the singularity near? Causal inference in sport consumer behavior research. Frontiers in Psychology.
- Pyun, D. Y., Kim, J. Y., Kang, H. Y., & Cho, H. (in-press). How Chinese female migrants in South Korea overcome leisure constraint to participate in leisure activities. Asian and Pacific Migration Journal.
- Mansouri, H., Pyun, D. Y., Husin, M., Gholami, S., & Rozfaragh, A. (in-press). The influences of authentic leadership, meaningful work, and supportive organization on psychological well-being of employees in sport organizations. Journal of Global Sport Management.
- Zhu, X., Pyun, D. Y., Manoli, A. E., & Men, Z. (in-press). A reexamination of Sport Motivation Scale-II in eSports spectatorship: Cross-validation of intrinsic motivation and integrated motivation. International Journal of Sport Psychology.
- Oboudi, A., Elahi, A., Yazdi, H. A., Rafiee, S., & Pyun, D. Y. (2023). Impacts of game attractiveness and color of message on sport viewers' attention to prosocial message: An eye tracking study. Sport, Business, Management: An International Journal, 13(2), 213-227.
- Shi, Y. C., Pyun, D. Y., & Manoli, A. E. (2022). Assessment of the service quality measurement model for youth football academies. Sport Marketing Quarterly, 31(4), 305-321.
- Phua, Y. X. P., Pyun, D. Y., & Leng, H. K. (2022). Cognitive distortions and problem gambling in sports betting. Journal of Gambling Issues, 50, 6-20.
- Leng, H. K., Phua, Y. X. P., Pyun, D. Y., H. H. Kwon, & Lin, Y. (2022). Differences between gamblers and non-gamblers on sports betting websites. Journal of Gambling Studies, 38, 753-766.
- Kwon, H. H., Pyun, D. Y., & Lim, S. H. (2022). Relationship between team identification and consumption behaviors: Using a meta-analysis. Frontiers in Psychology, 13, 869275.
- Jeoung, B., & Pyun, D. Y. (2022). Investigating physical fitness of older adults in Korea in Period 2013-2016. Scientific Reports, 12, 6073.
- Zhu, X., Pyun, D. Y., & Manoli, A. E. (2021). Developing a conceptual model of service quality for eSports. Quest, 74(4), 375-390.
- Lee, H., Brison, N. T., Cho, H., Pyun, D. Y., & Ratten, V. (2021). Adopting new technologies in sports marketing. Frontiers in Sports and Active Living, 3, 306-308.
- Behnam, M., Pyun, D. Y., Doyle, J., & Delshab, V. (2021). The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs. International Journal of Sports Marketing and Sponsorship, 22(2), 407-427.
- Mahmoudian, A., Boroujerdi, S. S., Mohammadi, S., Delshab, V. & Pyun, D. Y. (2021). Testing the impact of athlete brand image attributes on fan loyalty. Journal of Business and Industrial Marketing, 36(2), 244-255.
- Delshab, V., Pyun, D. Y., Kerwin, S., & Cegarra, J. G. (2021). The impact of unlearning context on organizational performance through knowledge management: A case of community sport clubs in Iran. Sport Management Review, 24(1), 156-178.
- Pyun, D. Y., Wang, C. K. J., & Koh, K. T. (2020). Testing a proposed model of perceived cognitive learning outcomes in outdoor education. Journal of Adventure Education and Outdoor Learning, 20(3), 230-244.
- Pyun, D. Y., Cho, H. T., & Leng, H. K. (2020). Applicability of belief measures for advertising to sponsorship in sport. International Journal of Sports Marketing and Sponsorship, 21(2), 351-369.
- Cho, H., Pyun, D. Y., & Lim, S. H. (2020). Enhancing the stability of the leisure nostalgia scale: Assessment of the measurement invariance between two different leisure populations. Leisure Studies, 39(2), 294-303.
- Chiu, C., & Pyun, D. Y. (2020). Investigating brand image transfer in sport sponsorship of a mass participation event in Singapore. Event Management, 24(2), 263-275.
- Kwon, H., Choi, K. K., & Pyun, D. Y. (2020). Career development education for college student-athletes: Reflecting NCAA’s programs. The Korea Journal of Sports Science, 29(2), 469-480.