Dr Michael Naylor

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Senior Lecturer, Sport Leadership & Management
SPRINZ Research Group Leader – Sport Leadership & Management

Phone: + 64 9 921 9999 Ext 6627

Email: michael.naylor@aut.ac.nz

Qualifications:

PhD (Sport Management) - Florida State University

M.A. (Recreation & Leisure Studies) – University of Waterloo

Memberships and Affiliations:

Board of Directors, Sport Management Association of Australia & New Zealand

Editorial Board, Sport Management Education Journal

Board of Directors, Northern Football Federation

Member, North American Society of Sport Management

Biography:

Michael was born in Toronto, Canada but has made his home in New Zealand since 2011.  He is a passionate fan of the Toronto Maple Leafs, Florida State University Seminoles and Northland Taniwha.

Teaching Areas:

  • Sport Management
  • Sport Marketing

Research Areas:

  • Sport Marketing
  • Sport Management
  • Sport Consumer Behaviour & Psychology
  • Sponsorship & Ambush Marketing
  • Participant Sport
  • Spectator Sport

Research Summary:

Michael’s research interests span the domains of sport marketing and management.  Michael’s primary interest is understanding sport participants and fans as consumers.

Current Research Projects:

Michael is currently working on a number of sport management research projects involving collaborations around the world and driven by the Masters and PhD students he is supervising.

Topics include:

  • Segmenting social media users
  • Sport club membership
  • Pacific Island perspectives of leadership
  • Sport celebrity endorsement and social marketing
  • Major sport events – referenda participation
  • Motives & constraints in participant sport

Publications:

Recent:

Biscaia, R., Hedlund, D. P., Dickson, G. & Naylor, M. (2018) Conceptualising and measuring fan identity using stakeholder theory.  European Sport Management Quarterly, 18(10), 459-481.  doi:10.1080/1618472.2017.1413580

Behnoosh, S., Naylor, M., & Dickson, G. (2018). The impact of endorsement on a sport-based social marketing campaign.  International Journal of Sport Management and Marketing, 18(6), 478-500.

Dickson, G., Naylor, M., & Hedlund, D. (2018) Memorisation of Rugby World Cup Sponsors:  The Home team sponsor’s advantage.  Journal of Global Sport Management, 3(3), 237-249. doi:10.1080/24704067.2018.1432987

Scott, O., Naylor, M. & Bruffy, K. (2017) “Social Media, Fan Engagement and Global Sport” in Critical Issues in Sport Management.  Dr. Stephen Frawley & Dr. Nico Schulenkorf (Eds.).  University of Technology Sydney. ROUTLEDGE PUBLISHERS.

Luck, M., Dickson, G. & Naylor, M.  (2017).  Sport-related drinking motives of professional rugby league and rugby union players. New Zealand Journal of Sports Medicine, 44(2).

Naylor, M., Hedlund, D. & Dickson, G. (2017).  Team identification full circle: The importance of cognition, evaluation and affect. International Journal of Sport Management, 18(4), 573-592.

Naylor, M., & Havitz, M. (2017).  Enduring and situational involvement among hockey enthusiasts.  Leisure/Loisir, 41(2), 165-183.  doi:10.1080/14927713.2017.1354647

Behnoosh, S., Naylor, M., & Dickson, G. (2017). Promoting sport and physical activity participation:  The impact of endorser expertise and recognisability.  Managing Sport and Leisure, 22(3), 214-233. doi:10.1080.23750472.2018.1424024

Bruffy, K., Naylor, M. & Johnston, M.  (2016). Managing a home court transition: The case of the New Zealand Breakers.  Sport Management Review, 19, 227-239. doi:10.1016/j.smr.2015.06.003

Scott, O., Bruffy, K. & Naylor, M.  (2015) “The Role of Social Media in Contemporary Sport Organisations” in Contemporary Issues in Sport:  An Introduction.  Dr. Terri Byers (Ed.):  Coventry University Business School.  SAGE PUBLISHERS.

Dickson, G, Naylor, M., & Phelps, S.  (2015). Consumer attitudes towards ambush marketing.  Sport Management Review, 18, 280-290.

Alfaro-Barrantes, P., Hedlund, D. P., M. Naylor & Nguyen, S. (2014).  A multi-dimensional study of national and Olympic team identity in the United States and Australia.  International Journal of Sport Management, 15(1), 1-24.

Dickson, G. D. & Naylor, M. (2013) “New Zealand” in Comparative Sport Development. Dr. Karen Petry & Dr. Kirstin Hallman (Eds.):  German Sport University Cologne.  SPRINGER SCIENCE.

Naylor, M., Gordon, B. S & James, J. D.  (2012). A societal perspective of sport:  Scale development in two settings. Journal of Global Academy of Marketing Science, 2(2), 1-16