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B. David Tyler

David Tyler

Associate Professor

College of Business

School of Marketing, Entrepreneurship, Sport Management, and Hospitality and Tourism Management

Contact Information

Phone: 828.227.3549
Office: 203 Forsyth Building
Pronouns: he/his/him


Dr. Tyler's primary research is on consumer identification and rivalry, drawing heavily from marketing (e.g., brand communities, sponsorship), sport (e.g., fan motives and behaviors), and social psychology (e.g., social identity). Other research areas include sport finance/ economics and effective teaching strategies for adult learners. He has 15+ peer-reviewed publications and 25+ peer-reviewed presentations, served on the university’s Institutional Review Board (IRB) for ethics in human subjects research, and is the past-chair of the University Athletics Committee. Dr. Tyler is co-creator of


  • Ph D, University of Massachusetts Amherst, Management
  • Ph D, University of Massachusetts Amherst
  • MBA, University of Massachusetts Amherst
  • MS, University of Massachusetts Amherst, Sport management
  • BA, University of Notre Dame, Political Science

Teaching Interests

Sport management, marketing (consumer behavior), sport finance, data management and reporting, international sport, MS Excel

Research Interests

Organizational rivalry. Fan communities. Social identity.

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