1. Chris Mahar
Marketing Ph.D.Candidate/Sessional Academic
Queensland University ofTechnology
Expected Graduation: June 2016
ResearchStatement
My current research focuses on fit between sponsor and sports team and how marketers can
manipulate that level of fit using various articulations of the sponsor motivation. There is research
that shows that successful articulation can improve fit in objects that are naturally a poor fit. My
research expounds on that by comparing the effectiveness of different types of articulation on
perceived fit and attitude toward brand for fans of the team.
I am currently finalizing my last study to complete my Ph.D. and planning on finishing my data
collection in the next two months. I am employing a factorial design methodology throughout my
Ph.D. which has been an excellent opportunity to understand the tenets of quantitative experimental
methods.
Through taking experimental design courses, designing and modifying experiments and
mentoring other new experimental researchers, I believe I have taken the first steps to becoming
proficient in experimental design. I do not want to undersell myself, but one thing I have learned
about experiments is there is always something to learn and improve upon and complacency is a
recipe for disaster. I hope to find an environment that will allow me to continue to learn, hone my
skills and help others in designing experiments. I also am interested in other quantitative and
qualitative methods, but plan on making experiments my main expertise in my career.
I have other research interests that are in the incubation stage and are ready for the next step once
I compete my Ph.D. These are:
The extension of the articulation of brand associations and the limitations to the creation of a new
association in the mind of a consumer. (i.e. Snickers successful positioning a move between candy
bar and energy bar). Can it be a health food? Where is the line when the consumer calls shenanigans?
The differences in fan attitude toward brand between sponsoring team vs. domain (i.e. the Cleveland
Browns vs. the NFL). Do domain sponsors register similarly regarding positive consumer outcomes?
The effects of group-based vs. individual messages in social marketing campaigns
The effects of communication type (text-based, voice, face-to-face) on workplace outcomes in
collaborative, subordinate and customer service roles
Changes in group dynamics based on message framing, physical interaction and the creation of sub
groups
My research interests are constantly expanding as I continue to learn. I love to collaborate and discuss
ideas and am looking for an environment that emphasizes the production of great work and continued
improvement.