Books  |  Book Chapters  |  Peer‐Reviewed Journals  |  Thesis  |  Research Supervision


  1. Westerbeek, H., & Karg, A. (forthcoming). International Sport Business. London: Routledge.

  2. Shilbury, D., Phillips, P., Karg, A. & Rowe, K. (2017). Sport in Australia: An Organisational Overview, (5th ed.). Sydney: Allen & Unwin.

  3. Shilbury, D., Westerbeek, H., Funk, D., Quick, S., & Karg, A. (2015). Strategic Sport Marketing, (4th ed.). Sydney: Allen & Unwin.

Book Chapters

  1. Karg, A., & Ingley, C. (forthcoming). Sport Governance Models: A comparison of Australia, New Zealand and South Africa. In: Shilbury, D., & Ferkins, L. (Eds), Routledge Handbook of Sport Governance. London: Routledge.

  2. Naraine, M., & Karg, A. (2018). Digital Media in International Sport: Engaging Fans via Social Media and Fantasy Sports. In: Li, M., MacIntosh, E.W, & Bravo, G. (Eds), International Sport Management. West Virginia: Human Kinetics.

  3. Karg, A. & Lock, D. (2016). New media development and strategies for mega events: The Olympics and FIFA World Cup. In: Frawley, S. (Ed.), Managing Mega Events. New York: Routledge.

  4. Karg, A. & Lock, D. (2014). Using New Media to Engage Consumers at the Football World Cup. In: Frawley, S. & Adair, D. (Eds.), Managing the Football World Cup. Basingstoke: Palgrave Macmillan.

 Peer‐Reviewed Journal Publications:

  1. Karg, A., McDonald, H., & Leckie, C. (Accepted, in press). Channel Preferences Amongst Sport Consumers; Profiling Media Dominant Consumers. Journal of Sport Management.

  2. Ae, M., Kunkel, T., Funk, D., McDonald, H & Karg, A. (Accepted, in press). Built to Last: Relationship Quality Management for Season Ticket Holders. European Sport Management Quarterly.

  3. Daniels, J., Kunkel, T., & Karg, A. (2018). New Brands: Contextual Differences and Development of Brand Associations Over Time, Journal of Sport Management.

  4. Rowe, K., Karg, A., & Sherry, E., (2018). Community-Oriented Practice: Examining Corporate Social Responsibility and Development Activities in Professional Sport. Sport Management Review.

  5. Whitburn, D., Karg, A. & Turner, P. (2018). Exploring e-Promotion in National Sport Organisations. International Journal of Sport Management and Marketing.

  6. McDonald, H., Karg, A., Leckie, C., Zubcevic. (2018). Female season ticket holders: how their satisfaction is derived differently from men. European Sport Management Quarterly. 18(2), 156-174.

  7. McDonald, H., Leckie, C., Karg, A. Zubcevic, N. Lock, D. (2017). Segmenting Initial Fans of a New Team: A Taxonomy of Sport Early Adopters. Journal of Consumer Behaviour, 15(2), 136-148.

  8. Funk, D., Lock., D, Karg, A., & Pritchard, M. (2016). Sport Consumer Behavior research: Improving our game. Journal of Sport Management, 30(2), 113-116

  9. Gaarenstroom, T., Turner, P & Karg, A. (2016). Framing the Ultimate Fighting Championship: An Australian Media Analysis. Sport in Society, 19(7), 923-941.

  10. Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181.

  11. Karg, A., McDonald, H., & Schoenberg, G. (2015). The Immediate Impact of Coach Succession on Season Ticket Holder Attitudes, Sport Marketing Quarterly, 24(1), 30–42.

  12. McDonald, H., Karg, A., & Leckie, C. (2014). Predicting which season ticket holders will renew and which will not. European Sport Management Quarterly, 14(5), 1-18.

  13. MacDougall, H., Nguyen, S., & Karg, A. (2014). 'Game, Set, Match': an exploration of congruence in Australian disability sport sponsorship. Sport Management Review, 17(1), 78-89.

  14. McDonald, H., & Karg, A. (2013). Managing co-creation in professional sports: the antecedents and consequences of ritualised spectator behaviour. Sport Management Review, 17(3), 292-309.

  15. McDonald, H., Karg, A., & Vocino, A. (2013). Measuring season ticket holder satisfaction: rationale, scale development and longitudinal validation. Sport Management Review, 16(1), 41-53.

  16. McDonald, H., & Karg, A. (2013). Quantifying the positive effects of sponsor level, length, prominence and relatedness on recall and residual recall rates over time. Journal of Marketing Communications, 1-20.

  17. Eagleman, A., Karg, A., & Rodenberg, R. (2012). Olympic Sport Governance Structures: The Case of Two National Governing Bodies in Gymnastics. Case Studies in Sport Management, 1(1).

  18. Karg, A., & McDonald, H. (2011). Fantasy sport participation as a complement to traditional sport consumption. Sport Management Review, 14(4), 327-346.

  19. Sherry, E., Karg, A., & O'May, F. (2011). Social capital and sport events: spectator attitudinal change and the Homeless World Cup. Sport in Society, 14(1), 111-125.

  20. Turner, P., Fuller, P., & Karg, A. (2010). 'Matching' the club to the sponsor: perceptions of Australian Football League club sponsorship managers. Journal of Sponsorship, 3(4), 321-332.

  21. McDonald, H., Karg, A., & Lock, D. (2010). Leveraging fan's global football allegiances to build domestic league support. Asia Pacific Journal of Marketing and Logistics, 22(1), 67-89.


  1. Karg, A (2011). 'Structure and Functioning of Complex Sport Organisations'. Unpublished Doctoral Thesis.

  2. Karg, A (2007). 'Management of Sponsorship: An Australian Case Study'. Unpublished Honours Thesis.

Research Supervision - PhD

  1. Dr Patrick Davis - Associate Supervisor, Completed 2014 (Swinburne University) - 'A Comparison of Firm-developed and Consumer-developed Online Brand Communities'.

  2. Dr Thomas Gaarnstroom - Associate Supervisor, Completed 2018 (Deakin University) - 'Determining and Characterising Consumer Segments: A case of MMA in Australia'.

  3. Dr Damien Whitburn - Primary Supervisor, Completed 2018 (Deakin University) - 'Exploring Integrated Marketing Communication Disconnects in the Australian Sport System'.

  4. Dr Daniel Pelchen - Primary Supervisor, Completed 2019 (Deakin University) - 'Quantifying Draft Value in Prospective Australian Football League Draftees'.

  5. Carleigh Yeomans - Primary Supervisor (Swinburne University) - ‘Process Quality, Outcome Quality and Wellbeing in Leisure Centres’

  6. Chelsey Taylor - Associate Supervisor (Swinburne University) - ‘Assessing the social impact of AFL with Aboriginal and Torres Strait Islander Communities’

Research Supervision - Honours

  1. 2011 Dr Hannah MacDougall* (Primary Supervisor)

  2. 2012 Dr Thomas Gaarnstroom* (Primary Supervisor)

  3. 2013 Dr Damien Whitburn* (Primary Supervisor)

  4. 2014 Mr Mitchell Watts (Primary Supervisor)

  5. 2014 Dr Daniel Pelchen* (Primary Supervisor)

  6. 2017 Ms Chelsey Taylor (Associate Supervisor)

  7. 2018 Ms Ella Scott (Primary Supervisor)

 *Current or Past APA Scholarship holder/Doctoral Candidate