Hello! Welcome Clemson Tigers! My name is Angeline (Professor Scheinbaum). I joined Clemson Business School in July of 2019 from The University of Texas at Austin. My area of expertise is consumer psychology and integrated brand promotion in experiential marketing–namely sponsorship and sport sponsorship. Please visit during office hours, which will be announced in class, and/or reach out via email- firstname.lastname@example.org. Teaching, service, and research info is available in my CV.
Teaching. At Clemson, I teach Sports Marketing and Services Marketing. A teaching approach I use is called Teaching to Transform in Marketing, and we take a wholistic approach to expanding our worldview from a lens including corporate social responsibility, customer satisfaction, customer engagement, loyalty, and relationship marketing in the context of services and experiential marketing. A service industry context we will often focus on is the sports industry, as I will bring in my business experience in sports marketing to the classroom.
I have over 15 years of college teaching experience ranging from freshman to doctoral level. Last semester (Spring 2019) at The University of Texas, I taught a doctoral seminar- Advanced Research Methods and Campaigns (the capstone undergrad project course). Prior to that (Fall 2018), I taught Consumer Behavior (graduate level) and Integrated Communications Management (upper-class undergraduate level). I have taught a consumer psychology course titled Psychology & Advertising. In addition to the graduate level Integrated Communication Management Courses, I have also taught an undergraduate (juniors and seniors) Integrated Communication Management case course based on a managerial decision framework. Prior to Texas, I have taught marketing classes at The University of Georgia and U. North Georgia during my graduate & doctoral studies in business administration (2000-2006) and U. Nevada (2006-2011).
In addition to vast teaching experience, I am an active researcher and mentor of graduate students. I have written and edited books and journal articles, book chapters, and I frequently present research at scholarly marketing conferences. I look forward to bringing the research to the classroom and having a meaningful learning environment where students will transform in the marketing classroom.
Business Experience. For managers looking for data-driven consumer-based integrated branding strategies, I collaborate with some high profile experiential marketing events and their sponsors. Corporate or community partners benefit from research design grounded in theory and established measures, and our scholarly work benefits from the ability to test theory-based models with real-world data. Check out some of my past field studies for clients and marketing scholarship at Event Sponsorship Measurement.
Research. My consumer psychology research is in contexts of event marketing, electronic marketing, or education marketing. I also put these for download on SSRN. My research stream is grounded in a deep interest in explaining and predicting linkages among consumer attitude, affect, cognition, behavioral intent, and consumer behavior. I am fascinated by this chain, which has been well developed in traditional mass communication contexts. Yet, the experiential, entertainment, live, face-to-face nature of events/sponsorship, along with the duality of event sponsorship, deserves process models that are distinct. For this reason, the context/vehicle of my work is often (sponsored) events. 70% of sponsorships are in sports (IEG, 2019).
The theories I tend to develop or rely on as framework to explain or predict outcomes of efficacy in event sponsorship are: affect transfer theory, resistance theory, schema theory, social identity theory, image transfer theory, and congruency theory.
My consumer research tested in the experiential context of events falls into these areas:
- Testing the relationships among attitude, affect, cognition/product knowledge, behavioral intention, and consumer behaviors (in the context of sponsored events)
- Evaluating how consumers process and respond to sponsorship as a communication tool and/or channel at live events
- Isolating the role of consumers’ perception of a company as socially responsible and how that relates to the perceived sincerity or altruism of a corporate sponsor
- Understanding consumer attitudes towards a non-profit event beneficiary and how that impacts the public relations component of corporate sponsorship
- Studying issues related to maintaining customer relationships and the role of hospitality in the context of sponsored events
- Explaining how consumer engagement is what drives attitude lifts towards title sponsors
- Explaining the key role of the consumer’s activeness in the event domain (e.g., sport) on their attitudes toward the event and the affect transfer to the title sponsor
- Explaining and predicting word-of-mouth and e-word-of mouth/social media behavior for events or sponsors
- Explaining and predicting sponsorship patronage
- Building “market resistance theory”-why consumers may resist special events and the associated market rituals
- Explaining how events bring a specific consideration of affective forecasting
- Explaining how exactly fit matters- mainly why consumers’ perceived fit between an event and title sponsor is more of a concern to sponsors rather than venues
- Defining Event Social Responsibility and showing the antecedents and outcomes
- Developing of the cognitive aspect in sponsorship processing, such as testing how consumer visual processing and need for cognition play a distinct role in awareness of the sponsorship, attention to the brand logos close to the center of action, and ultimately sponsorship efficacy
My ongoing current research is continuing theory development, building upon these process models, replicating them in different event contexts, and adding new dimensions. I am excited about three working projects in the area of sponsorship and integrated brand promotion:
1) testing the role of distance travelled to sporting events as a key moderator of event sponsorship outcomes,
2) replicating the determinants of sport sponsorship effectiveness, &
3) mentoring a doctoral dissertation that examines the impact of jersey sponsorships in professional sport.
These works in progress tie together lessons learned from researching how consumers process, understand and/or act on sponsorship messages and how events/sponsorships can be a way to engage consumers.
The importance of my sponsorship and integrated brand promotion research relates to a change of media vehicles from traditional media to purportedly more engaging experiential marketing. With rapid growth comes the need for theoretical understanding of the whys, hows, and boundary conditions of what activates event sponsorship in communication for brands and non-profits. Sponsorship is the fastest growing element in the modern marketing mix (IEG, 2019). Companies from banks to hospitals are investing more in experiential event marketing and sponsorship. Thus, my expertise is to broadly explain these process models in terms of consumer behavior—bringing and pulling consumers into ideas, movements, values, lifestyles via the events, sponsorships, brands, and social connection (online and offline) with other consumers. I see the event social responsibility element as a deeper theme to continue exploring. Thus, a recent paper (Close Scheinbaum, Lacey & Drumwright, 2019) focuses on the community element of an event, and how the event brings members of the community together for a common purpose.
For more information, office hours, or to schedule an appointment, please contact me.
All in, Angeline
Angeline Close Scheinbaum, Ph.D., M.MC., AB.J.
Associate Professor of Marketing & Dan Duncan Professorship in Sports Marketing