Dr Rich Campbell

Professional Overview

Dr. Richard M. Campbell, Jr. is an accomplished marketing scholar and educator with over two decades of experience in academia. He has served as an Adjunct Professor in the School of Economics and Business Administration at Saint Mary’s College of California since 2015, where he brings his expertise in sport marketing, consumer behavior, and brand strategy into the classroom. In addition to his role at Saint Mary’s, Dr. Campbell is a tenured Marketing Professor at Sonoma State University and a longtime Adjunct Professor in the Sport Management program at the University of San Francisco.

Throughout his academic career, Dr. Campbell has been recognized for both his teaching excellence and scholarly contributions. He is a four-time recipient of the Students’ Choice Award at Sonoma State and a frequent presenter at leading academic conferences including the Sport Marketing Association and the American Marketing Association. His research—centered on fan behavior, brand extensions in sport, and values-based marketing—has been published in respected journals and conference proceedings. In addition to his academic work, he has contributed nearly 200 industry-facing articles to Forbes.com and About.com, positioning him as a leading voice in the intersection of sports business and marketing practice.

Courses Taught

- Marketing Management (MBA)
- Advanced Topics in Marketing (MBA)
- Global Marketing (EMBA)
- Undergraduate Principles of Marketing

Publications

Recent Refereed Journal Articles (Since 2020):

• Aiken, K. D., Campbell, R. M., Jr. & Sukhdial, A. (2023). The Sport Marketing Portfolio Matrix: A theory-integrative exploration of fans’ “buy,” “hold,” and “sell” behaviors. Journal of Applied Marketing Theory, 10(1), 33–50.
• Aiken, K. D., Sukhdial A., Campbell, R. M., Jr., Kent, A. & Malkewitz, K. (2021). Winning isn’t everything: An investigation linking Old School Values to fan behaviors. International Journal of Sport and Society, 12(2), 105–122.
• Aiken, K. D., Sukhdial, A., Campbell, R. M., Jr. & Kent, A. (2020). Investigating sport fan attitudes towards tanking: The role of values-based connections. Sport Marketing Quarterly, 29(4), 256–268.

Earlier High-Impact Journal Articles:

• Campbell, R. M., Jr., Aiken, K. D., & Kent, A. (2004). Beyond BIRGing and CORFing: Continuing the exploration of fan behavior. Sport Marketing Quarterly, 13(3), 151–157. [Google Scholar Citations: 253]
• Aiken, D., Campbell, R. M., Jr. & Koch, E. (2013). Exploring the relationship between team (as brand) personality and geographic personality: Linking consumer perceptions of sport teams and cities. International Journal of Sports Marketing and Sponsorship, 15(1), 2–14. [Google Scholar Citations: 48]
• Duncan, M. & Campbell, R. M., Jr. (1999). Internet users: How to reach them and methods for integrating the Internet into the marketing strategy of sport businesses. Sport Marketing Quarterly, 8(2), 35–41. [Google Scholar Citations: 46]
• Campbell, R. M., Jr. & Kent, A. (2002). Brand extension evaluation: The case of NFL Europe. Sport Marketing Quarterly, 11(2), 117–121. [Google Scholar Citations: 39]
• Aiken, K. D. & Campbell, R. M., Jr. (2005). An empirical examination of unusual fan behaviors: Basking in reflected failure and cutting off reflected success. AMA Summer Educators’ Proceedings, 116–122. [Google Scholar Citations: 29]

Education

- Ph.D., Marketing – University of Oregon, 2002
- M.A., Sport Management – University of San Francisco, 1996
- B.S., Economics and Business Administration – St. Mary’s College of California, 1990