Information For

Vassilis Dalakas, Ph.D.

Associate Professor
Marketing Department

Courses normally taught:
MKTG 445 – Consumer Behavior
MKTG 452 – Sports Marketing
BUS 493 – Problem Analysis and Implementation (Senior Experience)


  • Marketing and Advertising
  • Consumer Psychology and Consumer Behavior
  • Sports Marketing
  • Sponsorship
  • Social Marketing: Influencing Behaviors for Good

Research Interests

  • Consumer Psychology and Consumer Behavior
  • Fan Identification
  • Sponsorship
  • Consumer Animosity and Schadenfreude
  • Social Identity and Rivalries

Dr. Vassilis Dalakas joined CSUSM in 2008. Prior to that he taught at Northern Kentucky University where in addition to his duties as a marketing professor he was the faculty director for the Mayerson Student Philanthropy Project, a project that incorporated philanthropic giving within course content in classes across campus.

He has also served as a visiting faculty member teaching graduate workshops on international marketing and on social marketing at the Monterey Institute of International Studies, graduate classes on sports marketing at the San Diego State University Sports MBA program, and undergraduate marketing courses at the University of New Orleans International Summer Program in Austria. In 2010 he was selected to participate in the Advertising Educational Foundation Visiting Professor Program with McCann Erickson in New York City.

In 2011 he received an Outstanding Marketing Teacher Award from the Academy of Marketing Science. He has also been recognized for his teaching with awards from the Marketing Management Association, the Academy of Educational Leadership, and the Northern Kentucky University College of Business.

He has presented his research at numerous national and international conferences. He has also published articles in various journals (like Journal of Consumer Psychology, Journal of Business Research, Journal of Consumer Marketing, Journal of Services Marketing, and Sport Marketing Quarterly) and book chapters, including a chapter on the consumer psychology of sport in the Handbook of Consumer Psychology, a chapter on sports brand identity in Leveraging Brands in Sport Business, forthcoming in 2013, and several entries on sponsorship topics and fan identification topics in the Encyclopedia of Sports Management and Marketing by Sage.

Some of his research on fan response to sponsorship has been featured on and the IEG Sponsorship Report. In addition, he has been quoted regarding marketing or sports marketing insight in several media outlets including MSNBC, CBS Business Net, and Yahoo Sports.

He has served as an officer for the American Marketing Association SIG on Sports Marketing and he currently serves on the editorial review board of two of the major journals in the field of sports marketing, Sport Marketing Quarterly and Journal of Sport Management.

Professor Dalakas, originally from Greece, earned his Ph.D. in marketing from the University of Oregon, home of the Warsaw Sports Marketing Center. He also holds a Master’s from Indiana University and his undergraduate degree is from Hanover College.