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Biography:
John Eaton is a Clinical Professor of Marketing. He joined the W. P. Carey School of Business as an associate clinical professor of marketing in 2006.
Professor Eaton's primary responsibilities include teaching the school's core marketing class across all business majors as well as numerous service roles within the school, including serving as Faculty Advisor for multiple student organizations and Barrett Faculty Honors Advisor. His research interests revolve around branding and sponsorship in sports marketing. His work has been published in the Journal of Consumer Psychology and the Journal of Advertising.
Professor Eaton has been recognized for his achievements in the classroom, including the 2010 and 2016 Huizingh Outstanding Undergraduate Professor Awards, the 2013 and 2017 Huizingh Outstanding Undergraduate Service Awards, the 2011 Huizingh Outstanding Honors Professor Award, and the 2009 and 2018 John W. Teets Outstanding Undergraduate Teacher Award. Additionally, he was named 2018 University Faculty Advisor of the Year for his contributions to student organizations.
Education:
- Ph.D. Arizona State University 2002
- M.B.A. University of Toledo 1990
- B.A. University of Michigan 1988
Research Interests:
- Marketing Management
- Market Strategy and Performance Relationships
- Brand Equity and Brand Community
- Sponsorship Effects on Brand Image
- Consumer Behavior
- Brand Image and Personality
- Retail Design Atmospherics
- Role of Emotions and Expectation
Research Group:
AdSport Scholars is a collaboration between AdSport (www.adsport.com), a Phoenix-based sports sponsorship consultancy, and the W.P. Carey School of Business. This partnership offers an opportunity for students in the Barrett Honors College who are interested in focusing their undergraduate thesis within the fields of sports marketing or sports media studies to work with AdSport as they develop their topics and collect their data.
A select group of AdSport Scholars are first identified by W.P. Carey Professors John Eaton and Daniel McIntosh. Students are then required to submit a prospectus that outlines how their thesis fits into the field of sports marketing. After relevant topics are selected, AdSport joins the newly formed group of Scholars for a roundtable discussion to provide further direction for each student.
From development of the topics to data collection and finishing with the thesis defense, AdSport is available to the Scholars to offer their expertise within the sports industry. Topics have been wide-ranging from the effect of heritage nights on Hispanic marketing efforts within the NBA to athlete branding on social media to how traditions are created and sustained within college athletics.
The final work presented by the AdSport Scholars will offer students the opportunity to showcase their research on a professional platform within sports marketing.
Publications:
- Eaton, John P., Deborah Brown McCabe and Sean Hobson (2013), “From Face-to-Face to an Online Class: Can Success Translate across Delivery Platforms,” 2013 Marketing Educators’ Association Conference.
- Eaton, John P. and Sean Hobson (2012), “Adapting Critical Face-to-Face Class-room Success Factors to the Online Experience,” 2012 Marketing Management Association Fall Educator’s Conference.
- Eaton, John P. and Michael P. Mokwa (2008), “Conventional Validity of Economic Impact Studies: Lessons Learned on the Road to the Super Bowl,” 2008 Sport Marketing Association Annual Conference.
- Eaton, John P. and Michael P. Mokwa (2007), “Collegiate Athletic Marketing Prac-tices: The Effect of Moderators on the Relationship between Market Orientation and Performance,” 2007 Sport Marketing Association Annual Conference.
- Eaton, John P. and Michael P. Mokwa (2006), “Measuring Performance in Colle-giate Athletics: Conceptualizing Beyond Convention,” 2006 Sport Marketing Association Annual Conference.
| Summer 2022 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Spring 2022 | |
|---|---|
| Course Number | Course Title |
| WPC 150 | Business and Society |
| MKT 300 | Marketing & Bus Performance |
| BIO 493 | Honors Thesis |
| Fall 2021 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| BIO 492 | Honors Directed Study |
| Summer 2021 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Spring 2021 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Fall 2020 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Summer 2020 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Spring 2020 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Fall 2019 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Summer 2019 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Spring 2019 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Fall 2018 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Summer 2018 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Spring 2018 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
| Fall 2017 | |
|---|---|
| Course Number | Course Title |
| MKT 300 | Marketing & Bus Performance |
Honors / Awards:
2018 Recipient, John W. Teets Outstanding Undergraduate Teacher Award, W. P. Carey School of Business
2018 Recipient, University Outstanding Faculty Advisor, Pitchfork Awards
2017 Recipient, Huizingh Outstanding Service to Students, W. P. Carey School of Business
2016 Recipient, Huizingh Outstanding Undergraduate Professor, W. P. Carey School of Business
2015 Finalist, Huizingh Outstanding Undergraduate Professor, W. P. Carey School of Business
2015 Nominee, Associated Students of ASU Centennial Professorship Award
2014 Finalist, University Outstanding Faculty Advisor, Pitchfork Awards
2014 Nominee, Associated Students of ASU Centennial Professorship Award
2013 Recipient, Huizingh Outstanding Service to Students, W. P. Carey School of Business
2013 Finalist, Outstanding Faculty Advisor, W. P. Carey School of Business
2013 Nominee, Associated Students of ASU Centennial Professorship Award
2012 Finalist, Outstanding Faculty Advisor, W. P. Carey School of Business
2011 Recipient, Huizingh Outstanding Honors Professor, W. P. Carey School of Business
2010 Recipient, Huizingh Outstanding Undergraduate Professor, W. P. Carey School of Business
2009 Recipient, John W. Teets Outstanding Undergraduate Teacher Award, W. P. Carey School of Business
2009 Recipient, W. P. Carey School of Business Faculty Advisor of the Year Award
2008 Finalist, John W. Teets Outstanding Undergraduate Teacher Award, W. P. Carey School of Business
2008 Finalist, Outstanding Faculty Advisor, W. P. Carey School of Business
2000 Recipient, John W. Teets Outstanding Graduate Student Teacher Award, W. P. Carey School of Business
1999 Finalist, College of Business Outstanding Graduate Student Teacher Award
1999 Recipient, Outstanding Graduate Student Teacher Award Department of Marketing
1997 Recipient, College of Business Outstanding Graduate Student Teacher Award
Professional Associations:
Executive Leadership Board of the Marketing Educators’ Association, 2013-2016; Vice President and MEA Conference Co-Chair, 2013-14 Vice Chair Communications, Sports and Special Events Special Interest Group, American Marketing Association, 2004-2006
Work History:
Arizona State University: 2006-present. Previous Appointments: University of Arizona, University of North Carolina-Charlotte
Expertise Areas: