Dr Doyoung Pyun


Pronouns: He/him
  • Senior Lecturer in Sport Marketing and Management

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


  • 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, South China Normal University, China
  • Adam Shi (April 2022, Lead supervisor)
    Thesis topic: Measuring and achieving service quality for youth football academies in China: A perspective from players
    Employment: Research Associate, The Education University of Hong Kong, Hong Kong
  • 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, University of Stirling, 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, Zhejiang Conservatory of Music, China
  • Lucy Zhu (June 2023, Lead supervisor)
    Thesis topic: Motivation and decision making in eSports spectatorship in China (Winner, 2022 EASM New Researcher Award)
    Employment: Lecturer at University of Northampton, UK


  • Sinead O’Keeffe (Lead supervisor)
    Thesis topic: Sponsorship in F1 motor racing: The role of image transfer in sponsorship effectiveness
    Employment: Lecturer, South East Technological University, Ireland
  • Bingjie Wang (Lead supervisor)
    Thesis topic: The development of a structural model of corporate social responsibility of Chinese Super League clubs
  • Bickram Ram (Co-supervisor)
    Thesis topic: Analysing the commercial representation by agents in the football industry
  • Viola Lyu (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
  • Bruce Chen (Lead supervisor)
    Thesis topic: Development of brand equity of the Premier League in China
  • Ciro Sun (Lead supervisor)
    Thesis topic: Investigating service quality for sport broadcasting via new media in China
  • Yang Xia (Lead supervisor)
    Thesis topic: Investigating talent development environment in China: A case of football-specialised schools
  • Xin Zhang (Lead supervisor)
    Thesis topic: Globalisation or localisation? A case of local sport merchandise brands in China
  • Jeongju Park (Lead supervisor)
    Thesis topic: Dance participation and community well-being
  • Wenjing Fu (Lead supervisor)
    Thesis topic: Brand extension of sport merchandise
  • Rachel Guo (Lead supervisor)
    Thesis topic: Mixed-race athlete brand image in China
  • Guo Yu (Lead supervisor)
    Thesis topic: Brand experience on brand equity of professional football clubs
  • Minsik Jo (Lead supervisor)
    Thesis topic: Fan engagement in eSports

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.