Kirk Wakefield
Biographic Data
| ID | 9506909 |
|---|---|
| NAME | Kirk Wakefield |
| GIVEN NAMES | Kirk |
| FAMILY NAME | Wakefield |
| SIGNATURE | WAKEFIELD K |
| AFFILIATIONS | Baylor University |
| VERIFIED | No |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 1 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 1 |
It's a matter of time: The interplay between deadlines and device modality on the path to online ticket purchases
Purpose Dynamic pricing platforms selling deadline-driven goods and services introduce time as a factor influencing conversion rates and purchase prices. We examined the online path-to-purchase for deadline-driven events to clarify the effect of device use and device-switching on conversion rates and ticket prices. Design/methodology/approach In Study 1, we examined website traffic and transaction data for 1.65 million user sessions from 2015 to …
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
Are Brands Wasting Money On Sport Sponsorships: A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers. Although research has been conducted to fill that gap in recent years, we lack a comprehensive, rigorous summary of what is known about sponsorship to capture and interpret that learning. Toward that goal, we offer a new definition of sponsorship and describe a three-step consumer-centric model of spo…
Are Brands Wasting Money On Sport Sponsorships: A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct b…
How intergroup counter-empathy drives media consumption and engagement
Purpose Social media is replete with malicious and unempathetic rhetoric yet few studies explain why these emotions are publicly dispersed. The purpose of the study is to investigate how the intergroup counter-empathic response called schadenfreude originates and how it prompts media consumption and engagement. Design/methodology/approach The study consists of two field surveys of 635 in-group members of two professional sports teams and 300 resi…
It's a matter of time: The interplay between deadlines and device modality on the path to online ticket purchases
Purpose Dynamic pricing platforms selling deadline-driven goods and services introduce time as a factor influencing conversion rates and purchase prices. We examined the online path-to-purchase for deadline-driven events to clarify the effect of device use and device-switching on conversion rates and ticket prices. Design/methodology/approach In Study 1, we examined website traffic and transaction data for 1.65 million user sessions from 2015 to …
Advertising (2 works) · Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Marketing (2 works) · Marketing (2 works) · Media, Gender, and Advertising (2 works) · Political science (2 works) · Communication in Education and Healthcare (1 works) · Component (thermodynamics) (1 works) · Computer Science (1 works)