Educational Qualifications

  • 2018

    Ph.D. in Marketing, Nanyang Business School, Nanyang Technological University

  • 2007

    M.Sc. in Management (Recreation & Sport Management), University of Taipei

  • 2005

    B.B.A. in Finance, National Taiwan University

Academic and Professional Experience

  • 2023 - Present

    Senior Lecturer, Singapore University of Social Sciences, Singapore

  • 2018 - 2022

    Lecturer, Singapore University of Social Sciences, Singapore

  • 2007 - 2012

    Academic Staff, School of Sports, Health and Leisure, Republic Polytechnic, Singapore

  • 2006 - 2007

    Research Assistant, National Science Council, Taiwan

Selected Publications

Journal Publications:

  • Kuo, T. Y., Tsai, Y. H. & Shao, Y. L. J. (2022). 消費者無禮行為與運動俱樂部員工之工作敬業和工作滿意度：知覺組織支持的調節 [Customer mistreatment and work engagement and job satisfaction of employees in sports clubs: Perceived organizational support as a moderator]. Bulletin of Sport and Exercise Psychology of Taiwan, 22(2), 31-54.
  • Bizen, Y., Kuo, T. Y., & Shao, Y. L. J. (2019). ブランド拡張におけるアスリートによるエンドースメントの有用性について [The effectiveness of athlete endorsement on brand extension]. Japanese Journal of Sport Management, 11(1), 3-20.
  • Shao, Y. L. J., & Kuo, T. Y. (2018). 個人道德認同、慈善動機對公益運動賽會參與意願之影響 [The Influence of Moral Identity and Charity Motives on Charity Sport Event Participation]. Bulletin of Sport and Exercise Psychology of Taiwan, 18(1), 1-20
  • Leng, H. K., Kuo, T. Y., Baysa-Pee, G., & Tay, J. (2015). Singapore 2010 Youth Olympic Games and national pride: An examination of differences between spectators and non-spectators. Sport, Business and Management: An International Journal, 5(1), 21-30.
  • Leng, H. K., Kuo, T. Y., Baysa-Pee, G., & Tay, J. (2014). Make me proud! Singapore 2010 Youth Olympic Games and its effect on national pride of young Singaporeans. International Review for the Sociology of Sport, 49(6), 745-760.

 

Selected International Conference Presentation:

  • Kuo, T. Y., & Shao, Y. L. J. (2019, August). The Influence of Moral Identity and Charity Motives on Consumers’ Response towards Cause-Related Sports Sponsorship. Paper presented at the 2019 Asian Association for Sport Management (AASM) Conference, Tokyo, Japan.
  • Kuo, T. Y., & Shao, Y. L. J. (2019, May). The Influence of Sponsor Recognition on Brand Perception and Choice: An Ambush Marketing Case in Taiwan Basketball (Ball) Market. Paper presented at the 2019 North American Society for Sport Management (NASSM) Conference, New Orleans, United States.
  • Kuo, T. Y., Hsueh, J. J., & Shao, Y. L. J. (2018, August). The Influence of Consumers’ Implicit Theories on Image Transfer Effectiveness. Paper presented at the 2018 Asian Association for Sport Management (AASM) Conference, Manila, Philippines.

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