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)

Expertise

Sport Marketing
Consumer Behavior
Combat Sports
Intercollegiate Rivalries

Research Interests

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

Articles

Reams, L. and Eddy, T. (2017). The Impact of Rivalry Antecedents on Mediated Demand for an Individual Sport. Sport Marketing Quarterly 26 , pp. 247-260.
Reams, L. and Havard, C. T. (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., Shapiro, S., Madden, T., Reams, L. and McEvoy, C. (2017). Athletic Ticket Pricing in the Collegiate Environment: An Agenda for Research. Journal of Intercollegiate Sport 10 (1) , pp. 83-102.
Reams, L. and Shapiro, S. (2017). Who's the Main Attraction? Star Power as a Determinant of Ultimate Fighting Championship Pay-Per-View Demand. European Sport Management Quarterly 17 (2) , pp. 132-151.
Eddy, T., Reams, L. and Dittmore, S. (2016). Motivations and Mediated Consumption Habits of Mixed Martial Arts Online Message Board Users. International Journal of Sport Communication 9 , pp. 440-459.
Reams, L. (2016). Sport Commitment and Purchase Intentions of Intercollegiate Boxing Coaches and Participants. International Journal of Sport Management, Recreation & Tourism 22.
Havard, C. and Reams, L. (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., Eddy, T. and Cork, C. (2015). Points of attachment and sponsorship outcomes in an individual sport. Sport Marketing Quarterly 24 , pp. 159-169.
Reams, L. and Kang, K. Jae. (2014). From Intercollegiate Wrestling to a Career in Mixed Martial Arts: A Case Study of Five Team Members' Perceptions. Journal of Contemporary Athletics 8 (4).
Chen, J., Stotlar, D. and Reams, L. (2014). Predicting Sponsorship and Advertising Effectiveness in Sport: A Case Study of the Super Bowl. Journal of Contemporary Athletics 8 (3).
Chen, J., Reams, L. and Stotlar, D. (2013). American College Football Division I Team Attachment: A Model for Sponsorship Effectiveness. International Journal of Kinesiology and Sports Science.
Havard, C., Reams, L. and Gray, D. (2013). Fan Perceptions of Rival Teams in Intercollegiate Athletics. International Journal of Sport Marketing and Management 14 , pp. 116-132.
Reams, L. (2012). A Losing Venture for UFC and its Fans. Sports Business Journal 15 (21) , pp. 1.
Havard, C., Eddy, T., Reams, L., Stewart, R. and Ahmad, T. (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. and Reams, L. (2011). A content analysis of Sport Marketing Quarterly: 1992-2011. Sport Marketing Quarterly 20 , pp. 209-218.

Presentations

Reams, L. and Shapiro, S. (November , 2017). Team Fighting: Fan Identification and Viewership Intentions of a Violent Niche Sport Oral Presentation Sport Marketing Association Boston, Massachusetts.
Eddy, T., Lebel, K., Reams, L. and Cork, C. (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. and Eddy, T. (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., O'Hallarn, B., Madden, T., McEvoy, C., Reams, L. and Shapiro, S. (November , 2016). An Exploration of Internal Stakeholder Roles and Isomorphic Behavior in FBS Ticket Pricing Oral Presentation Sport Marketing Association Indianapolis, Indiana.
Shapiro, S. and Reams, L. (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. and Shapiro, S. (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., Shapiro, S., Reams, L. and Madden, T. (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., Dwyer, B. and Reams, L. (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. and Shapiro, S. ( 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. and Reams, L. ( 2015). Motivations and Mediated Consumption Habits of Online MMA Message Board Users Oral Presentation Sport Marketing Association Atlanta, Georgia.
Eddy, T. and Reams, L. (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., Eddy, T. and Kang, K. (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. and Reams, L. (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. and Reams, L. ( 2011). Issues Concerning the Modern Olympic Games Oral Presentation Ithaca College on Law, Policy, and the Olympic Movement London, England.
Peetz, T. and Reams, L. ( 2011). A Content Analysis of Sport Marketing Quarterly (1992-2011) Oral Presentation Sport Marketing Association Houston, TX.
Reams, L. and Chen, J. ( 2011). Fan Motives to Consume Ultimate Fighting Championship Pay-Per-View Events Oral Presentation Sport Marketing Association Houston, TX.
Eddy, T., Havard, C., Stewart, R. and Reams, L. ( 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., Eddy, T. and Reams, L. ( 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., Yoo, S., Wright, C., Swanson, S., Reams, L., Kelly, D., Bass, J. and Hampton, H. ( 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