Heidi M. Parker, PhD

  • Department Chair: Business Administration
  • Associate Professor of Sport Management
207-780-4313

Portland campus, Luther Bonney hall, room 409

Spring 2025Office Hours:

Tuesday and Thursdays 10-11am or by appointment

Education

  • Ph.D., The Ohio State University
  • M.A.Ed., Western Carolina University
  • B.S., University of North Carolina Pembroke
School of Business Center for Collaboration & Development

Dr. Parker is a Sport Management faculty member with the 杏吧传媒 School of Business. Her research centers on sport consumer behavior specifically focusing on factors that influence fan attitudes and perceptions. She has published in a variety of journals and presented her research at a number of academic conferences. In 2015, Dr. Parker was awarded the 杏吧传媒 Faculty Senate Award for Scholarship.

Dr. Parker is a member of the North American Society for Sport Management (NASSM) and is a former Vice President of Inclusion and Social Justice for the National Association for Girls and Women in Sport (NAGWS). She has taught a number of courses within her discipline including Sport Law, Sport Finance, Sport Consumer Behavior, Sport Research Methods, Event Management, Sport Marketing, Sport Sponsorship & Sales, Management in Sport, and Sport Management Seminar. Prior to coming to USM, Dr. Parker was a faculty member at Syracuse University.

Expertise

  • Sport Consumer Behavior
  • Sponsorship and Endorsements
  • Gender Issues in Sport

Selected Publications

Madsen, R.M., Grappendorf, H., Parker, H.M., & Veraldo. C. (2024). From the Other Side:听Supervisor Perspectives on Paid Versus Unpaid Sport Management Internships. Sport Management Education Journal. Advance online publication. .

Strode, J., Parker, H.M., & Kerwin, S. (2024). Organizational level factors that influence women听coaches鈥� experiences.听 Journal of Sport Management, 38(2), 110-121.

Parker, H.M., Mudrick, M.T., & Fink, J.S. (2018). The impact of gender expression on female athlete听endorser effectiveness. Sport Marketing Quarterly, 27 (4), 264-274.

Williams, J. & Parker, H.M. (2016). Integration of experiential learning and leadership

development in a sport management classroom. Sport Management Educational Journal, 10(1).

Parker, H.M. & Fink, J.S. (2012). Arrest record or openly gay: The impact of athletes鈥� personal

lives on endorser effectiveness. Sport Marketing quarterly, 21(2), 70-79.

Fink, J.S., Parker, H.M., Cunningham, G.B., & Cuneen, J.C. (2012). Female athlete endorsers:

Determinants of effectiveness. Sport Management Review, 15(1), 13-22.

Miloch, K., & Parker, H.M. (2012). Sponsorship and endorsement. In Parkhouse, B., Turner,

B. A., & Miloch, K., (Eds.). Sport marketing: Winning strategies for sport business success. Dubuque, IA: Kendall-Hunt Publishing Company

Fink, J.S., Burton, L.J., Farrell, A.O., & Parker, H.M. (Spring 2012). Playing it out: Female

intercollegiate athletes' experiences in revealing their sexual identities. Journal for the Study of Sports and Athletes in Education, 6(1).

Burton, L.J. & Parker, H.M. (2010). Gender typing in management: Evaluation

of managerial subroles for sport. Advancing Women in Leadership Journal, 30(11).

听

Parker, H.M. & Fink, J.S. (2010). Negative sponsor behavior, team response and how this

impacts fan attitudes. International Journal of Sport Marketing and Sponsorship, 11(3), 200-211.

 

Fink, J.S., & Parker, H.M. (2009). Spectator motives: Why do we watch when our

favorite team isn鈥檛 playing? Sport Marketing Quarterly. 18(4), 210-217.

听

Fink, J.S., Parker, H.M., Brett, M., & Higgins, J. (2009). Off-field behavior of athletes and team

identification: Using social identity theory and balance theory to explain fan reactions. Journal of Sport Management, 23(2), 142-155.

听

Parker, H.M., & Fink, J.S. (2008). The effect of sport commentator framing on viewer

attitudes. Sex Roles, 58, 116-126.

 

Quatman, C., Farrell, A.O., Parker, H.M. & Fink, J.S. (2007). Sport Consumer Behavior as a

Function of Social Contagion: Using a Social Network Approach for Marketing Sport. In Owens, D. & Hausknencht, D. (Eds.), Marketing in the 21st Century. Westport, CT: Praeger Press.

207-780-4313

Portland campus, Luther Bonney hall, room 409

Spring 2025Office Hours:

Tuesday and Thursdays 10-11am or by appointment

Education

  • Ph.D., The Ohio State University
  • M.A.Ed., Western Carolina University
  • B.S., University of North Carolina Pembroke