Academics with expertise in Sport fandom

Dr Daniel Lock

Head of Research and Professional Practice, and Principal Academic in Sport Management

Areas of expertise

Daniel’s primary research interests focus on social perception and identity dynamics as they apply to sport consumption and participation.┬áSpecifically, his research addresses: (1) The influence of group membership on consumer and participant behaviour. In particularly, he investigates how organisations can cultivate identities to enhance consumer and participant retention and experiences. (2) Social perceptions of organisational… Read more »