He has been involved in numerous research projects that relate to the sports consumers’ decision-making process, focused on socio-psychological variables that influence sport consumption behavior. Specifically, his research includes consumer attitudes, quality and value perceptions, and beliefs about sport organizations and their brands, in addition to their psychological characteristics, such as needs and motivation, personality, and involvement. These lines of research have been extended to a variety of segments in the sport and related industries, such as sport sponsorship, endorsement, branding, sports e-business, martial arts, and the nonprofit business sector, including college sports.