Associate Dean For Professional Studies And Research
Darden College of Education & Professional Studies

Lamar Reams

2015 Student Recreation Ctr
Norfolk, 23529

Dr. Reams is the Associate Dean for Professional Studies & Research in the Darden College of Education & Professional Studies. His research interests include sport marketing, consumer behavior, and combat sports. He sits on the Executive Board for the Sport Marketing Association and is a member of the North American Society for Sport Management. Dr. Reams is also a Co-Editor of the Journal for Amateur Sport.

Ph.D. in Sport Administration, University of Northern Colorado, (2012)

M.S. in Sport Management, Northern Illinois University, (2008)

B.A. in Psychology, University of Tennessee, Knoxville, (2002)

Expertise

Sport Marketing
Consumer Behavior
Combat Sports
Intercollegiate Rivalries

Research Interests

Sport marketing, consumer behavior, sport sponsorship, combat sports, intercollegiate rivalries

Articles

Reams, L. (2017). Ultimate fighting championship: An analysis of fan involvement and location of pay-per-view viewership. Journal of Sport Behavior 40 (4) , pp. 362-381.
Morehead, C. (2017). Athletic Ticket Pricing in the Collegiate Environment: An Agenda for Research. Journal of Intercollegiate Sport 10 (1) , pp. 83-102.
Reams, L. (2016). Sport Commitment and Purchase Intentions of Intercollegiate Boxing Coaches and Participants. International Journal of Sport Management, Recreation & Tourism 22.
Havard, C. (2016). Investigating differences in fan rival perceptions between conferences in intercollegiate athletics. Journal of Sport Behavior 39 (4).
Reams, L. (2016). The Motives of Fans Attending Local Intercollegiate Wrestling Events. International Journal of Sport Management 17 (2).
Reams, L. (2015). Points of attachment and sponsorship outcomes in an individual sport. Sport Marketing Quarterly 24 , pp. 159-169.
Chen, J. (2013). American College Football Division I Team Attachment: A Model for Sponsorship Effectiveness. International Journal of Kinesiology and Sports Science.
Reams, L. (2012). A Losing Venture for UFC and its Fans. Sports Business Journal 15 (21) , pp. 1.
Havard, C. (2012). Fan Perceptions Toward Sport Organizations Use of Online Social Networking and Texting for consumer Engagement . Journal of Sport Administration and Supervision 4 (1) , pp. 18.
Peetz, T. B. (2011). A content analysis of Sport Marketing Quarterly: 1992-2011. Sport Marketing Quarterly 20 , pp. 209-218.

Presentations

Reams, L. (November , 2017). Team Fighting: Fan Identification and Viewership Intentions of a Violent Niche Sport Oral Presentation Sport Marketing Association Boston, Massachusetts.
Eddy, T. (June , 2017). Assessing the Role of Stakeholder Relationships in the Promotion of a Major Event Oral Presentation North American Society for Sport Management Denver, Colorado.
Reams, L. (June , 2017). Rivalry in Combat Sports: An Analysis of Antecedents and Market Demand Oral Presentation North American Society for Sport Management Denver, Colorado.
Morehead, C. (November , 2016). An Exploration of Internal Stakeholder Roles and Isomorphic Behavior in FBS Ticket Pricing Oral Presentation Sport Marketing Association Indianapolis, Indiana.
Shapiro, S. (November , 2016). Is it Worth the Price? The Role of Identification, Perceived Value, and Perceived Risk in Purchasing Pay-Per-View Broadcasts of Combat Sport Oral Presentation Sport Marketing Association Indianapolis, Indiana.
Reams, L. (June 3, 2016). Consumer (Mis)Behavior: Streaming Combat Sport PPV Broadcasts on Mobile Apps Oral Presentation North American Society for Sport Management Orlando, FL.
Morehead, C. (June 2, 2016). Athletic Ticket Pricing in the Collegiate Environment: An Agenda for Research Oral Presentation North American Society for Sport Management Orlando, FL.
Eddy, T. (March 18, 2016). Naming-rights Sponsorship Outcomes and the Role of Fan Connections to College Campuses and Stadia Oral Presentation Association of Marketing Theory and Practice St. Simons, GA.
Reams, L. ( 2015). Who's the Main Attraction? Star Power as a Determinant of UFC PPV Demand Oral Presentation North American Society for Sport Management Ottawa, Ontario.
Eddy, T. ( 2015). Motivations and Mediated Consumption Habits of Online MMA Message Board Users Oral Presentation Sport Marketing Association Atlanta, Georgia.
Eddy, T. (October 27, 2015). Motivations and Mediated Consumption Habits of Online MMA Message Board Users Oral Presentation Sport Marketing Association Atlanta, GA.
Reams, L. (October 23, 2014). Sport Commitment and Purchase Intentions of Intercollegiate Boxing Coaches and Participants Poster Sport Marketing Association Philadelphia, Pennsylvania.
Reams, L. (June 1, 2013). The Squared Circle: An Analysis of the Muhammad Ali Boxing Reform Act of 2000 and Antonio Margarito Poster North American Society for Sport Management Austin, TX.
Reams, L. (April 19, 2013). An Examination of the Marketing for Intercollegiate Boxing's 2013 Schedule Poster College Sport Research Institute Chapel Hill, North Carolina.
Reams, L. (October 25, 2012). An Analysis of the Involvement and Purchase Behavior of Ultimate Fighting Championship Pay-Per-View Consumers Oral Presentation Sport Marketing Association .
Chen, J. (April , 2012). Division I FCS Team Attachment: A Model for Sponsorship Effectiveness Oral Presentation College Sport Research Institute Chapel Hill, NC.
Reams, L. (April 12, 2012). Predicting Sponsorship Effectiveness from a Team Attachment Perspective: A Case Study of UNC Football Poster Graduate Research Day .
Reams, L. ( 2011). An Investigation of Division I Collegiate Wrestlers' Perceptions of Mixed Martial Arts Oral Presentation College Sport Research Institute Chapel Hill, NC.
Reams, L. ( 2011). The Motives of Fans Attending Local NCAA Wrestling Events Oral Presentation College Sport Research Institute Chapel Hill, NC.
Caughron, R. ( 2011). Issues Concerning the Modern Olympic Games Oral Presentation Ithaca College on Law, Policy, and the Olympic Movement London, England.
Peetz, T. ( 2011). A Content Analysis of Sport Marketing Quarterly (1992-2011) Oral Presentation Sport Marketing Association Houston, TX.
Reams, L. ( 2011). Fan Motives to Consume Ultimate Fighting Championship Pay-Per-View Events Oral Presentation Sport Marketing Association Houston, TX.
Eddy, T. ( 2010). Effects of Public Relations Crises on the Organizational Effectiveness of NCAA Division I Athletic Departments Oral Presentation College Sport Research Institute Chapel Hill, NC.
Havard, C. ( 2010). Perceptions and General Knowledge of the Online Social Networking Activities of Student-Athletes Oral Presentation College Sport Research Institute Chapel Hill, NC.
Reams, L. ( 2010). Has the Baseball Rule Outlived its Usefulness? Poster Graduate Research Day .
Reams, L. ( 2010). NCAA Bylaw Activity Demonstration North American Society for Sport Management Tampa, FL.
Peetz, T. ( 2010). Year One: Reflections of First-Year Doctoral Students on the Protégé Mentor Relationship Oral Presentation North American Society for Sport Management Tampa, FL.
Reams, L. ( 2010). Fans' Perceptions Toward Sport Organizations' Use of Online Social Networking and Texting for Consumer Engagement Oral Presentation Sport Marketing Association New Orleans, LA.
  • 2015: Rock Star Award, Division of Student Engagement and Enrollment Services
  • 2015: Invited Keynote Speaker, Sport Management, Northern Illinois University
  • 2015: Shining Star Award, Division of Student Engagement and Enrollment Services