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Vassilis Dalakas

Professor of Marketing, California State University San Marcos

Specialties: Sports Marketing; Sponsorship; Consumer Psychology and Consumer Behavior;

Specific Research Interests: Consumer Psychology; Fan Identification; Sponsorship; Schadenfreude; Social Identity and Rivalries

In addition to being a full professor at California State University San Marcos, Dr. Dalakas is also a visiting professor teaching Sports Marketing at the San Diego State University Sports MBA program and at Aarhus University Summer University in Denmark.

He has over 30 published articles in various journals including the Journal of Consumer Psychology, Journal of Business Research, Journal of Marketing Communications, Journal of Consumer Marketing, Journal of Services Marketing, and Sport Marketing Quarterly.

Dr. Dalakas 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 on fan response to sponsorship has been featured on, the IEG Sponsorship Report, Science Daily, and Southern California Public Radio among others. In addition, he has been quoted regarding marketing or sports marketing insight in several media outlets including MSNBC, CBS Business Net, and Yahoo Sports.


  • –present
    Professor of Marketing, California State University San Marcos


  • 1999 
    University of Oregon, PhD / Marketing