Your  Account:

Vassilis Dalakas, Ph.D.

Courses taught:

  • MKTG 445 – Consumer Behavior
  • MKTG 452 – Sports Marketing & Sponsorship


  • Marketing and Advertising
  • Consumer Psychology and Consumer Behavior
  • Sports Marketing
  • Sponsorship

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. Previously he taught for five years at Berry College and for four years at Northern Kentucky University. At NKU, in addition to his duties as a marketing professor, he was also 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 at the Monterey Institute of International Studies (teaching graduate workshops on international marketing and on social marketing), the San Diego State University Sports MBA program (teaching sports marketing), and universities in France and in Denmark. In 2010 he was selected to participate in the Advertising Educational Foundation Visiting Professor Program with McCann Erickson in New York City.

Professor Dalakas has won several teaching awards including the Outstanding Marketing Teacher Award from the Academy of Marketing Science, the Outstanding Educator Award for Innovative and Creative Teaching from the Academy of Educational Leadership, the Master Teacher Award from the Marketing Management Association, and the AxcessCapon Teaching Innovation Competitions from the Marketing Management Association as well as the Association of Collegiate Marketing Educators.

He has published articles in various journals including the Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, Journal of Marketing Communications, Journal of Consumer Marketing, Journal of Services Marketing, Services Marketing Quarterly, Business Horizons, Journal of Sport Behavior, and Sport Marketing Quarterly. He has also authored 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, and several entries on sponsorship topics and fan identification topics in the Encyclopedia of Sports Management and Marketing by Sage.

His research has been featured on, New York Magazine, Sports Business Journal, the IEG Sponsorship Report, Science Daily, and Public Radio among others. In addition, he has been quoted in several media outlets including USA Today, US News & World Report, Huffington Post, MSNBC, CBS News, The Guardian, The New Yorker, San Diego Union Tribune, San Francisco Business Times, and Yahoo Sports.

Dr. Dalakas has served 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. He has also served as an officer for the American Marketing Association SIG on Sports Marketing. 

Professor Dalakas was born and raised in Greece. He earned his Bachelor’s from Hanover College in Hanover, Indiana, a Master’s in European Studies from Indiana University and a Ph.D. in Marketing from the University of Oregon, home of the James Warsaw Sports Marketing Center.