Dr Adam Karg

STAFF PROFILE

Position

Senior Lecturer

Faculty

Faculty of Business and Law

Department

BL Deakin Business School

Campus

Melbourne Burwood Campus

Contact

adam.karg@deakin.edu.au
+61 3 924 46934

Biography

Dr Adam Karg is a Senior Lecturer in the Sport Management Program at Deakin University and Course Director of the Undergraduate Sport Management Program. He teaches undergraduate and postgraduate courses in Sport Marketing, Strategic Management, Sport Promotions and Public Relations, Sport Broadcasting and Sport Organisation.

His research has been published in peer reviewed ranked journals including Sport Management Review, European Sport Management Quarterly and Sport Marketing Quarterly. He has also presented at national and international sport management and marketing conferences including winning a best paper award at the American Marketing Association Conference.

Adam has also been engaged in a wide range of consulting and research activities with national and state sporting organisations, governing bodies, charities, sport technology start-ups and more than 35 professional sport clubs including AFL, Big Bash League, A-League, NRL, ANZ Championship and Super 15 teams. The majority of this work has focused on aspects of consumer behaviour, membership services and fan development strategy.

Adam is the current Secretary of the Sport Management Association of Australia and New Zealand (SMAANZ) and is the Chair of the Deakin Sport Management Alumni Chapter Advisory Committee.

Read more on Adam's profile

Research interests

Sport marketing and consumer behaviour
Fan development, sport services, satisfaction and relationship marketing
Organisation structure and strategy within complex sport organisations
Sport consumption, social media and broadcasting
Sport economics and sport analytics
Branding and sponsorship

Affiliations

Member of:

Sport Management Association of Australian and New Zealand (SMAANZ)
North American Society of Sport Management (NASSM)
European Association of Sport Management (EASM)
Australian Marketing Institute (AMI)
American Marketing Association (AMA)
Australian and New Zealand Marketing Academy (ANZMAC)
Golden Key International Honour Society

Teaching interests

Sport Marketing and Media
Sport Management
Consumer Behaviour
Strategic Management
Organisational Design and Theory


 

Units taught

MMS100 Sport Organisation
MMS308 Sport Marketing
MMS715 Sport Promotion and Public Relations
MMS736 Strategic Management (Sport)
MMS773 Sport Broadcasting
 

Conferences

Selected Conference Papers (2013 - current)

Ferkins, L., Meiklejohn, T., Bruffy, K. Shilbury, D., Karg, A., Rowe, K. (2015). Sport Governance Design: Exploring Issues and Impacts of Ownership Changes in Rugby Union. Accepted for presentation at 2015 EASM Conference, Dublin, Ireland.

Karg, A. & McDonald, H. (2015) Driving Relationship Quality for Sport Fans: The Role of Diverse Forms of Engagement. Accepted for presentation at 2015 SMAANZ Conference, Hobart, Tasmania.

Kunkel, T. & Karg, A. (2015) The Utility of a Single Item Fandom Measure for Consumer Segmentation. Accepted for presentation at 2015 SMAANZ Conference, Hobart, Tasmania.

Ferkins, L., Meiklejohn, T., Bruffy, K., Karg, A., Rowe, K., Shilbury, D. (2014). Questions of Commercial Ownership in Sport Governance: The Super Rugby Journey. Presented at 2014 SMAANZ Conference, Melbourne.

Gaarenstroom, T., Turner, P. & Karg, A. (2014). Examining the Media Framing of The Ultimate Fighting Championship – An Australian Perspective. Presented at 2014 SMAANZ Conference, Melbourne.

Watts, M. & Karg, A. (2014). Becoming ‘United’: The Development of Brand Associations for a Rebranded National Basketball League team. Presented at 2014 SMAANZ Conference, Melbourne.

Whitburn, D., Karg, A., & Turner, P. (2014). Exploring Integrated Marketing Communication Capabilities Gaps in the Australian Sport System. Presented at 2014 SMAANZ Conference, Melbourne.

McDonald, H., Funk, D., Karg, A., Lock, D. & Filo, K. (2013). New perspectives on Fan Engagement (Symposium). Presented at 2013 NASSM Conference, Austin, Texas.

Karg, A. and McDonald, H., (2013). Exploring longitudinal consumer movement in professional sport team fandom: An assessment and comparison of self-reported and empirical measures. Presented at 2013 NASSM Conference, Austin, Texas.

Whitburn, D., Karg, A. & Turner, P. (2013). Exploring e-promotion in Australian National Sport Organisations. Presented at Sport Management Association of Australia and New Zealand Conference, Dunedin, NZ.

McDonald, H., Funk, D. & Karg, A. (2013). Does spurious loyalty exist amongst professional sport team fans? Presented at European Association for Sport Management conference, Istanbul, Turkey.

Professional activities

Board Member, Sport Management Association of Australian and New Zealand

Chair, Deakin Sport Management Alumni Advisory Committee

Publications

Filter by

2017

New media development and strategies for sport mega-events : the Olympic Games and the Football World Cup

A Karg, D Lock

(2017), pp. 121-138, Managing mega-sport events, London, Eng., B1

chapter

Female season ticket holders: how their satisfaction is derived differently from males

H McDonald, C Leckie, A Karg, N Zubcevic-Basic

(2017), pp. 1-19, European sport management quarterly, Abingdon, Eng., C1

journal
2016

Segmenting initial fans of a new team: a taxonomy of sport early adopters

H McDonald, C Leckie, A Karg, N Zubcevic-Basic, D Lock

(2016), Vol. 15, pp. 136-148, Journal of consumer behaviour: an international research review, London, Eng., C1

journal

Sport consumer behavior research: improving our game

D Funk, D Lock, A Karg, M Pritchard

(2016), Vol. 30, pp. 113-116, Journal of sport management, Champaign, Ill., C1

journal
2015

Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time

H McDonald, A Karg

(2015), Vol. 21, pp. 372-391, Journal of marketing communications, Abingdon, Eng., C1

journal

Sport and social media research: a review

K Filo, D Lock, A Karg

(2015), Vol. 18, pp. 166-181, Sport management review, Amsterdam, The Netherlands, C1

journal

The immediate impact of coach succession events on season ticket holder attitudes

A Karg, H McDonald, G Schoenberg

(2015), Vol. 24, pp. 30-42, Sport Marketing Quarterly, C1

journal

Framing the ultimate fighting championship: an Australian media analysis

T Gaarenstroom, P Turner, A Karg

(2015), Vol. 19, pp. 923-941, Sport in society, London, Eng., C1

journal
2014

'Game, Set, Match': an exploration of congruence in Australian disability sport sponsorship

H MacDougall, S Nguyen, A Karg

(2014), Vol. 17, pp. 78-89, Sport Management Review, New York, NY, C1

journal

Predicting which season ticket holders will renew and which will not

H McDonald, A Karg, C Leckie

(2014), Vol. 14, pp. 503-520, European sport management quarterly, London, Eng., C1

journal

Using new media to engage consumers at the Football World Cup

A Karg, D Lock

(2014), pp. 25-47, Managing the Football World Cup, London, Eng., B1-1

chapter
2013

Measuring season ticket holder satisfaction : rationale, scale development and longitudinal validation

H McDonald, A Karg, A Vocino

(2013), Vol. 16, pp. 41-53, Sport management review, Oxford, England, C1

journal

Managing co-creation in professional sports: the antecedents and consequences of ritualized spectator behavior

H McDonald, A Karg

(2013), Vol. 17, pp. 292-309, Sport management review, Oxford, England, C1

journal
2011

Social capital and sport events : spectator attitudinal change and the Homeless World Cup

E Sherry, A Karg, F O'May

(2011), Vol. 14, pp. 111-125, Sport in society, Oxon, England, C1

journal

Fantasy sport participation as a complement to traditional sport consumption

A Karg, H McDonald

(2011), Vol. 14, pp. 327-346, Sport management review, Oxford, England, C1

journal
2010

Leveraging fan's global football allegiances to build domestic league support

H McDonald, A Karg, D Lock

(2010), Vol. 22, pp. 67-89, Asia Pacific journal of marketing and logistics, Bingley, England, C1

journal

'Matching' the club to the sponsor : perceptions of Australian Football League club sponsorship managers

P Turner, P Fuller, A Karg

(2010), Vol. 3, pp. 321-332, Journal of sponsorship, London, England, C1

journal

The role of gender in determining season-ticket holder satisfaction

P Davis, H McDonald, A Karg

(2010), ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1

conference
2009

Profiling the sport consumption attitudes and behaviours of fantasy football players

A Karg, H McDonald

(2009), pp. 1-12, ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference, Melbourne, Vic., E1

conference

The virtual and the real: examining the impact of fantasy sport participation on overall sport consumption.

A Karg, H McDonald

(2009), AM 2009 : Putting Marketing in its Place : Proceedings of Academy of Marketing Conference, Leeds, England, E1

conference
2008

Developing a scale to measure season ticket holder attitudes towards the professional sports club offering

A Karg, H McDonald, A Vocino

(2008), pp. 1-6, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Olympic Park, Sydney, N.S.W., E1

conference

A longitudinal analysis of the halo effect of team success on season ticket holder attitudes

A Karg, H McDonald, R Shaw

(2008), pp. 1-11, SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, Gold Coast, Queensland, E1

conference

Towards a cyclical framework for the investigation and management of elite level sponsorships

A Karg, P Turner

(2008), pp. 1-9, SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association, Gold Coast, Queensland, E1

conference

Funded Projects at Deakin

Industry and Other Funding

A stakeholder assessment of Junior Sport (Hockey) Competition Structure in Victoria

Dr Adam Karg

  • 2012: $5,000

Branding and perceptions of a professional sport league: Segment analysis towards strategies for league growth

Dr Adam Karg

  • 2015: $11,000

An Analytical Approach to Customer Equity Measurement in Leisure Services

Dr Adam Karg

  • 2017: $16,500
  • 2016: $32,000

Membership in the National Rugby League: A customer equity approach (Pilot)

Dr Adam Karg, A/Prof Heath McDonald

  • 2016: $15,000

Supervisions

No completed student supervisions to report