School of Sport, Exercise and Health Sciences

Staff

Dr Do Young Pyun

Photo of Dr Do Young Pyun

Senior Lecturer in Sport Marketing and Management

Higher Education

Ph.D. in Sport Management (April 2006)

  • Department of Sport Management, Florida State University, Tallahassee, Florida, USA
  • Emphasis in Sport Marketing

M.S. in Physical Education (February 1999)

  • Department of Physical Education, Yonsei University, Seoul, Korea
  • Emphasis in Sport History

B.S. in Sports & Leisure Studies (February 1997)

  • Department of Sport & Leisure Studies, Yonsei University, Seoul, Korea

Current Academic Post

Senior Lecturer in Sport Marketing and Management (20 July 2015~Present)

  • Sport Policy and Management Research Group, School of Sport, Exercise and Health Sciences, Loughborough University, UK

Previous Academic Post

Assistant Professor (19 July 2006~03 August 2015)

  • Department of Physical Education & Sports Science, National Institute of Education, Nanyang Technological University, Singapore

Adjunct Lecturer (June 2007)

  • Singapore National Olympic Council

Adjunct Lecturer (March 1999~August 2001)

  • Department of Physical Education, Yonsei University, Seoul, Korea

Research Interest

Consumers’ cognitive structures about advertising through sport

Globalness of sport brands

Sport brand extensions

Behavioural economics in sport

Sport consumer behaviour in e-sports

Effectiveness of virtual signage using eye tracker

Organization behaviours

Leadership in the PE and sport context

Burnout and teaching effectiveness among school teachers

Scale development in sport management and education

Research Grant

2015

HKIE Dean's Research Fund

Role: Co-PI

Project title: Impact of the Talent Development Environmental Factors on Talented Youth Athletes’ Effort and Burnout: A Self-Determination Theory Perspective

Hong Kong Institute of Education

Code: FLASS/DRF/EDR-3

Amount: HK$281,110

Period: 01 May 2015~30 April 2016

2015

NIE AcRF Grant

Role: Co-PI

Project title: Recall of sponsors in swimming competitions: A study using eye tracker

 

National Institute of Education

Nanyang Technological University

Code: RI4/14LHK

Amount: S$98,380

Period: January 2015~December 2016

2014

 

 

NTU AcRF Grant

Role: Co-PI

Project title: Effectiveness of in-game advertisements: Sport video gamer perspective

Nanyang Technological University

Code: RP3/14LHK

Amount: S$26,391.67

Period: November 2014~October 2015

2013

OER Research Grant

Role: PI

Project title: Teacher burnout and teaching effectiveness in Singapore

 

National Institute of Education

Nanyang Technological University

Code: OER29/12PDY

Amount: S$99,500

Period: January 2013~January 2016

2007

 

 

 

 

Start-Up Research Grant

Role: PI

Project title: Understanding Singaporean consumers’ attitude toward advertising through sport

National Institute of Education

Nanyang Technological University

Code: RP10/06PDY

Amount: S$10,492

Period: February 2007~February 2009

2006

Singapore Government Research Grant

Role: Collaborator

Project title: Teaching and learning in physical education: Promoting pupils' participation in lifelong physical activity

Ministry of Education, Singapore

Code: EdRF EP2/06JW

Amount: S$432,050

Period: May 2006~September 2009

Editor-in-Deputy Chief

  • Asian Sport Management Review (July 2011~Present)

Editorial Board Member

  • Korean Journal of Sport Management (January 2015~Present)
  • Asian Journal of Asian Youth Sport (June 2014~Present)
  • Asian Journal of Physical Education and Sport Science (January 2014~Present)
  • Journal of Leisure and Wellness (March 2010~Present)
  • Emerging Trends and Innovation in Sports Marketing and Management in Asia, published by IGI Global (December 2013~December 2014)

Invited Journal Reviewer

  • Measurement in Physical Education and Exercise Science (January 2015)
  • Sport Scientific and Practical Aspect (October 2010)
  • International Journal of Sport & Exercise Psychology (April 2010~Present, 5 manuscripts)
  • International Journal of Coaching Science (March 2010)
  • International Journal of Sport Communication (September 2008, November 2014)

Conference Abstract Reviewer

  • 2012 North America Society for Sport Management Conference (Reviewed 7 abstracts in the areas of measurement and statistics)

Executive Committee Member for International Associations

  • Korean Association for Sport Management (January 2015~Present)
  • Asian Association for Sport Management (July 2011~Present)
  • Association for Leisure and Wellness (March 2010~Present)

Professional Affiliation

  • North American Society for Sport Management (since 2003)
  • Association for Asian Sport Management (since 2007)
  • Singapore PE Association (since 2008)
  • Sport Management Association of Australia and New Zealand (since 2007)
  • Korean Society for Sport Management (since 2007~Present)

Keynote Speaker at International Conference

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.

Invited Speaker at International Conference

Pyun, D. Y. (2014, April). 17th Asian Games Incheon 2014. Paper presented at ‘Panel Discussion I’ at Mongolian Sport Managers Training Program, Ulan Bator, Mongolia

Pyun, D. Y., & Wang, C. K. J. (2013, May). Perceived locus of causality (PLOC) in physical education: Applications and future reflections. Paper presented at the International Conference of Physical Education Lab of Chung-Ang University, Seoul, Korea.

Wang, C. K. J., & Pyun, D. Y. (2012, February). International student exchange programme (INSTEP) in Nanyang Technological University. Paper presented at the 2012 Global Sport Industry Symposium, Seoul, Korea.

Pyun, D. Y. (2009, August). Perceived locus of causality in physical activities: A Singapore case. Paper presented at the International Sport Science Congress, Seoul, Korea.

Pyun, D. Y. (2009, February). The perceived brand globalness: A case of the Barclay Premier League. Paper presented at the Event and Sponsorship Marketing Asia, the Asian Business Forum, Kuala Lumpur, Malaysia.

Pyun, D. Y. (2008, October). Virtual advertising in mega sporting events. Paper presented at the Event and Sponsorship Marketing Asia, the Asian Business Forum, Singapore.

Balasekaran, G. & Pyun, D. Y. (2008, October). The unique aspects of the Singapore education systems. In J. S. Yang (Ed.), The 2008 Asian Youth Leaders Forum in Pyeongtaek (pp. 191-199), Pyeongtaek, Korea: Advertising Design Plus. [Invited Speaker]

  • Chia, J. S., Pyun, D. Y., & Kwon, H. H. (in press). The impact of congruence between perceived and preferred leadership on satisfaction among college student-athletes in Singapore. Asia Pacific Journal of Education.
  • Low, X. T. B., & Pyun, D. Y. (in press). Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event. Event Management: An International Journal.
  • Lim, S. S., & Pyun, D. Y. (in press). Attitude towards sponsors in Singtel Grand Prix: Its antecedent and consequence. Asian Sport Management Review.
  • Li, C., Wang, C. K. J., Pyun, D. Y., & Martindale, R. J. J. (2015). Further development of the talent development environment questionnaire for sport. Journal of Sports Sciences, 33(17), 1831-1843.
  • Kim, J. C., Kwon, H., & Pyun, D. Y. (2015). Does cause-related marketing work for negative image sponsor? Korean Journal of Sport Management, 20(4), 117-130.
  • Wang, C. K. J., Sun, Y., Liu, W. C., Yao, J., & Pyun, D. Y. (2015). Latent profile analysis of the physical self-description among Chinese Adolescents. Current Psychology, 34(2), 282-293.
  • Tan, M. X. G., & Pyun, D. Y. (2015). The effects of service quality of university sport facilities on students’ affective and behavioral outcomes. Asian Journal Youth Sport, 2(1), 1-15.  
  • Li, C., Wang, C. K. J., & Pyun, D. Y. (2014). Talent development environmental factors in sport: A review and taxonomic classification. Quest, 66(4), 433-447.
  • Kwon, H. H., Pyun, D. Y., & Choi, K. K. (2014). The mediating role of perceived value in two different price settings. International Journal of Sports Marketing and Sponsorship, 15(3), 176-188.
  • Wang, C. K. J., Pyun, D. Y., Liu, W. C., Lim, B. S. C., & Li, F. (2013). Longitudinal changes in physical fitness performance in youth: A multilevel latent growth curve modeling approach. European Physical Education Review, 19(3), 329-346.
  • Li, C., Wang, C. K. J., Pyun, D. Y., & Kee, Y. H. (2013). Burnout and its relations with basic psychological needs and motivation among athletes: A systematic review and meta-analysis. Psychology of Sport & Exercise, 14(5), 692-700.
  • Chew, W. C. E., & Pyun, D. Y. (2012). Strategy for creating value in international nongovernmental sport organisations: Good governance, autonomy, and accountability. International Journal of Asian Society for Physical Education, Sport and Dance, 10(2), 76-85.
  • Wang, C. K. J., & Pyun, D. Y. (2012). Sports and physical activity promotion in Singapore: An emerging industry. International Journal of Asian Society for Physical Education, Sport and Dance, 10(1), 55-58.
  • Kwon, H. H., & Pyun, D. Y. (2012). The Effectiveness of brand extension in college sport team licensed merchandise. Journal of Sport & Leisure Studies, 48, 105-118.
  • Pyun, D. Y., Kwon, H. H., Chon, T. J., & Han, J. W. (2012). How does advertising through sport work? Evidence from the Singapore context. European Sport Management Quarterly, 12(1), 43-63.
  • Pyun, D. Y., Kwon, H. H., & Lee, C. W. (2011). The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sport brand: The case of Korean college students. International Journal of Sports Marketing & Sponsorship, 13(1), 23-37.
  • Pyun, D. Y., & Kwon, H. H. (2011). Test of normality and data transformation in sport management research. International Journal of Sport Management, 12(2), 135-149.
  • Kwon, H. H., Pyun, D. Y., Han, S., & Ogasawara, E. (2011). Testing for factorial invariance of the modified leadership scale for sports. Asia Pacific Journal of Education, 31(1), 65-76.
  • Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(1), 33-41.
  • Bae, S., Pyun, D. Y., & Lee, S. (2010). Consumer decision-making styles for Singaporean college consumers: An exploratory study. ICHPER-SD Journal of Research, 5(2), 70-76.
  • Pyun, D. Y., & James, J. D. (2010). A proposed relationship between beliefs about and attitude toward advertising through sport. International Journal of Sport Management, 11(4), 609-627.
  • Kwon, H. H., Pyun, D. Y., & Kim, M. (2010). Perceived leadership behavior of physical education teacher-coaches: When they teach vs. when they coach. Journal of Teaching in Physical Education, 29(2), 131-145.
  • Pyun, D. Y., Kwon, H. H., Koh, K. T., & Wang, C. K. J. (2010). Perceived coaching leadership of youth athletes in Singapore. Journal of Sport Behavior, 33(1), 25-41.
  • Han, J., Pyun, D. Y., & Kwon, H. H. (2010). The effect of e-sport fan consumption motives on future consumption behavior. Korean Journal of Physical Education, 49(1), 221-229.
  • Pyun, D. Y., & Lee, C. W. (2009). Promoting leisure and recreation al activities in Singapore: A report from the Sporting Culture Committee. Journal of Leisure and Recreation Studies, 33(4), 7-14.
  • Kwon, H. H., Koh, K. T., Pyun, D. Y., & Wang, C. K. J. (2009). Psychometric properties of Leadership Scale for Sport: The case of Singaporean secondary school athletes. International Journal of Sport Management, 10(4), 367-381.
  • Wang, C. K. J., Pyun, D. Y., Kim, J. Y., & Chatzisarantis, N. (2009). Testing for multigroup invariance of the perceived locus of causality in sport. Personality and Individual Differences, 47(6), 590-594.
  • Kwon, H. H., & Pyun, D. Y. (2009). The effects of team identification and school identification on team licensed merchandise purchasing intention: Mediating and moderating roles. Journal of Sport & Leisure Studies, 37, 345-355.
  • Pyun, D. Y., Kwon, H., & Han, J. (2009). Burnout as a mediator of the job stress and job outcome relationship. International Journal of Sport Management, 10(3), 263-287.
  • Pyun, D. Y., & James, J. D. (2009). Enhancing advertising communications: Developing a model of beliefs about advertising through sport. International Journal of Sport Communication, 2(1), 1-21.
  • Pyun, D. Y., & Kwon, H. H. (2009). Globalness of the Barclays Premier League: Moderation effects of ethnocentrism. Korean Journal of Sport Management, 14(2), 25-36.
  • Kwon, H. H., & Pyun, D. Y. (2009). The comparison of sport participation between Korean and Singapore. Journal of Sport and Leisure Studies, 36, 921-933.
  • Kwon, H. H., & Pyun, D. Y. (2009). Brand globalness of sport product: A mediation effect of perceived brand quality. Journal of Sport and Leisure Studies, 35, 27-37.
  • Pyun, D. Y., Han, J., & Kim, T. (2009). An exploratory study developing the motivation scale for e-sports consumption. The Korea Journal of Sport Science, 18(1), 549-559.
  • Pyun, D. Y., Wang, C. K. J., & Kwon, H. H., & Chatzisarantis, N. (2008). Validity and reliability of teachers’ perceived beliefs about the purposes of physical education questionnaire. Asian Journal of Exercise and Sports Science, 5(1), 1-7.
  • Balasekaran, G., & Pyun, D. Y. (2008). The unique aspects of the education systems in Singapore. International Journal of Family Welfare, 12(2), 77-85.
  • Kwon, H. H., Pyun, D. Y., & Lee, C. W. (2008). What is on the Journal of Sport Management? The most popular topics and contexts in the last decade. Journal of Leisure and Recreation Studies, 32(4), 231-241.
  • Pyun, D. Y., Han, J., & Yoo, E. (2008). Awareness of virtual signage: The case of Major League Baseball. Korean Journal of Sport Management, 13(1), 69-82.
  • Han, J., Kwon, H. H., & Pyun, D. Y. (2007). The relationship between skiers’ destination image and revisit intention: The moderating role of involvement. Korean Journal of Sport Management, 12(4), 89-99.
  • Pyun, D. Y., & Kim, J. (2004). An examination of virtual advertising exposure on Major League Baseball: Comparing to in-stadium advertising exposure by a content analysis. Journal of Korean Sport Research, 15(1), 683-694.