School of Business

Heidi Parker

Associate Professor of Sport Management

Office Location

409 Luther Bonney Hall

Faculty Office Hours Fall 2016

Monday 10:00-12:00 and by appointment

Phone

207.780.4313

Academic Degrees

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

Areas of Expertise

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

Recent Publications

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’ 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).

 

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’t playing? Sport Marketing Quarterly. 18(4), 210-217.

 

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.

 

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.

Presentations

Joo, S., Fink, J.S., & Parker, H.M. (Accepted for presentation in June 2015). Corporate

Sponsorship and Women's Sport: Lessons Learned from the Korean Ladies Professional Golf Association. North American Society for Sport Management (NASSM), Ottawa, Canada.

 

Fink, J.S.& Parker, H.M. (2014, May). Female athletes’ brand personalities and determinants of

endorser appeal. Presented at North American Society for Sport Management (NASSM), Pittsburgh, Pennsylvania.

 

Williams, J. & Parker, H.M. (2014, May). Enhancing leadership development and student

engagement in a sport event management classroom. Presented at North American Society for Sport Management (NASSM), Pittsburgh, Pennsylvania.

 

Parker, H.M., Fink, J.S., & Mudrick, M. (2012, May). The impact of gender expression on

endorser effectiveness. Presented at North American Society for Sport Management (NASSM), Seattle, Washington.

 

Fink, J.S., Burton, L.J., Farrell, A.O., & Parker, H.M. (2011, June). Playing it out: Female

intercollegiate athletes’ experiences in revealing their sexual identities. Presented at North American Society for Sport Management (NASSM), London, Ontario.

 

Strode, J.P., Parker, H.M., & Kerwin-Hamm, S. (2011, March). Female scholastic coaches and

social role theory: A qualitative study. Presented at American Alliance for Health, Physical Education, Recreation and Dance (AAHPERD), San Diego, California.

 

Strode, J.P., & Parker, H.M. (2010, June). Motivations and constraints of female high school

women's basketball coaches. Presented at North American Society for Sport Management (NASSM), Tampa, Florida.

 

Lee, C., Farrell, A.O., & Parker, H.M. (2010, June). Investigating spectator motivation of new

sport franchises. Presented at North American Society for Sport Management (NASSM), Tampa, Florida.

 

Fink, J.S., Parker, H.M., & Yim, H.I. (2009, May). A re-examination of gendered sports: The

relationship between sex, implicit sexism, and feminine/masculine and appropriate/inappropriate ratings of sports. Presented at North American Society for Sport Management (NASSM), Columbia, South Carolina.

 

Farrell, A.O. & Parker, H.M. (2009, May). Ambivalent sexism and attitudes toward women’s

sport. Presented at North American Society for Sport Management (NASSM), Columbia, South Carolina.

 

Parker, H.M., & Fink, J.S. (2009, March). Sexual orientation and endorser effectiveness:  Does

being gay impact athlete credibility and perceptions of fit? Presented at Sport, Sexuality, and Culture Conference, Ithaca, New York.

 

Parker, H.M., & Farrell, A.O. (2008, October). Understanding and challenging homophobia in

 sport. Presented at Outspoken LGBTA Leadership Conference, Syracuse, New York.

 

Parker, H.M. (2008, May). The impact of negative information about a sponsoring organization

and a team’s response to the information on consumer attitudes. Presented at North American Society for Sport Management (NASSM), Toronto, Ontario. 

Awards and Recognition

2015 University of Southern Maine Faculty Senate Award for Scholarship

Professional Activity

Dr. Parker is a Sport Management faculty member with the University of Southern Maine 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. 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.