Antonio S. Williams

Assistant Professor
Kinesiology

Sport Management Doctoral Coordinator
Kinesiology

aw22@indiana.edu
(812) 855-3061
PH 112J

Education
  • Indiana University, Ph.D., 2010
  • Indiana University, M.S., 2007
  • South Carolina State University, B.S., 2005
Courses
  • K581 Sales and Service Management
  • K500 Fitness Marketing
  • K418 Sport Marketing
  • P318 Managing Sport Enterprise
  • E119 Personal Fitness
  • E187 Strength and Conditioning
Background
  • Member, American Council on Exercise. Scientific Advisory Panel San Diego, CA (2015 – Present)
  • Brand Strategist, The Houstonian Club & Spa Houston, TX (2013 – 2014) 
    Serve as marketing researcher and health club brand consultant.
  • Brand Strategist, Indianapolis Colts Indianapolis, IN (2012 – 2014)
    Serve as personal brand consultant to rookies and provide lectures.
  • Marketing Research Consultant, Indianapolis Colts Indianapolis, IN (2012 – 2013) 
    Conduct marketing research for brand extensions and aid in implementation.
  • Brand Strategist, Indiana University Recreational Sports Bloomington, IN (2012 – 2013) 
    Conduct marketing research and aid in implementation.
  • Project Manager, NFL: 2012 Super Bowl Host Committee Indianapolis, IN (2012) 
    Oversaw team of volunteers for the Riley Hospital Super Baskets of Hope.
  • Member, American Council on Exercise. Industry Advisory Panel San Diego, CA (2011 – 2015)
  • Program Manager, NFL: 2012 Super Bowl Host Committee Indianapolis, IN (2011) 
    Oversaw team of volunteers for the NFL 1st and Green Program.
  • Member, NFL: 2012 Super Bowl Host Committee Indianapolis, IN (2010 – 2011)
    Served on the NFL Community Impact Program Committee.
  • Marketing Research Consultant, Lifestyle Family Fitness Greenwood, IN. (2010 – 2011) 
    Provided advice on building brand loyalty in the health club.
  • Marketing Research Consultant, Cardinal Fitness Greenwood, IN (2010 – 2011) 
    Conducted research on building brand loyalty in the health club: 2010-2011.
  • Member, Board of Directors, Fair Chance Co., Indianapolis, IN (2010 – 2011)
  • Associate Instructor, Department of Kinesiology Indiana University, Bloomington, IN (2006 – 2007)
  • Personal Trainer and Consultant, Gold’s Gym Inc. Columbia, SC (2004 – 2006)
  • Strength and Conditioning Coach, Orangeburg Wilkerson High School Orangeburg, SC (2005 – 2006)
  • Research Associate (Exercise Science), South Carolina State University, Orangeburg, SC (2005 – 2006)
  • Marketing Intern, Athletic Department, South Carolina State University, Orangeburg, SC (2004 – 2005)
  • Assistant Strength and Conditioning Coach, South Carolina State University, Orangeburg, SC (2003 – 2004)
Research Interests

My primary area of scholarly expertise focuses on branding and social marketing in fitness and sport. More specifically, through the use of   qualitative and quantitative methodologies, my research focuses on how marketing theories and concepts related to consumer behavior can enhance the marketing strategies employed by the sport and fitness organizations

Selected Publications
Books & Chapters

Williams, A. (2013). 101 keys for building a strong fitness brand. Monterey, CA: Healthy Learning.

Williams, A. (2013). Fitness communication: Conceptualizing an emerging segment of the sport industry. In P. Pedersen (Ed.), Handbook of Sport Communication. New York, NY: Routledge Press.

Williams, A. (2010). Examining the role of brand associations in multipurpose fitness facilities: The relationship between service quality, exercise commitment, brand associations, and brand loyalty. (Doctoral dissertation, Indiana University, Bloomington, IN).

Selected Research Publications

Agyemang, K., & Williams, A. (in press). Managing celebrity via impression management on social network sites (SNSs): An exploratory study of NBA celebrities. Sport Business Management: An International Journal.

Martin, T.M., Suh, Y., Williams, A., Locey, J., Ramirez, J., & Alea, M. (in press). Comparative analysis of female and male coverage on ESPN’s SportsCenter. Global Sport Business Journal.

Williams, A. & Wright, B. (in press). Strategic fitness communication: Examining social media usage in the fitness sector of the sport industry. International Journal of Sport Management.

Williams, A., Kim, D., Agyemang, K., & Martin, T. (in press). All brands are not created equal: Understanding the role of athletes in sport brand architecture. Journal of Multidisciplinary Research.

Lee, M., Kim, D., Williams, A., & Pedersen, P. (in press).The effect of sport commentary on sports fans' viewing flow, enjoyment, satisfaction, and re-viewing intention. Journal of Sport Media.

Kristiansen, E., Williams, A. (2015). Communicating the as a brand: The case of LPGA star Suzann Pettersen. International Journal of Sport Communication. 8(3), 371-388

Williams, A., Martin, T., & Allen, R. (2015). Communicating through fitness: An examination of the use of athletes to communicate fitness in print media. International Journal of Interdisciplinary Studies in Communication. 10(4), 10-19.

Williams, A., Kim, D., Walsh, P., & Choi, W. (2015). What children love about athletes: An assessment of athlete brand associations among youth consumers. Global Sport Business Journal. 3(1), 63-77.

Walsh, P., Williams, A., Kim, D., & Choi, W. (2015). What a team brand means to youth: An examination of team brand associations held by youth fans. International Journal of Sport Management, Recreation, and Tourism.19(c). http://www.ijsmart.eu/Contents.aspx?Y=2015&V=19&Is=c

Williams, A., Walsh, P., Rhenwrick, I. (2015). A conceptual framework for assessing brand equity in professional athletes. International Journal of Sport Management.16(1), 77-97.

Williams, A., Rhenwrick, I., Agyemang, K., & Pantaleoni, A. (2015). An exploratory study of women club members’ experiences with an NFL franchise brand extension. Sport Business Management: An International Journal. 5(2). http://dx.doi.org/10.1108/SBM-10-2012-0045  

Agyemang, K., Williams, A., & Kim, D. (2014). “Scandalous!”: Reputation, impression management, and employee assistance programs in the NBA. Sport Management Review. http://dx.doi.org/10.1016/j.smr.2014.11.003.

Martin, T., & Williams, A., Whisenant, W., & Dees, W. (2014). Mixed Martial Arts (MMA) and the media: Using the content analytic method to examine the print communication coverage devoted to an emerging sport. Public Organization Review. DOI: 10.1007/s11115-014-0283-x

Williams, A., Wright, B., Williams, C. (2014). Juxtaposing Sport and Public Health: The Case of Fit University, Inc., Sport Management International Journal Choregia, 10(1), 57-70.

Williams, A., & Kim, D. (2014). Role of self-efficacy in youth exercise commitment and participation. The Sport Management International Journal, 10(1), 30-43.

Walsh, P., Rhenwrick, I., & Williams, A, Waldburger, A. (2014). Brand extension or team licensed product? An examination of consumer awareness of two distinct brand strategies.  Sport, Business, Management: An International Journal, 4(2).  

Williams, A., Kim, D., & Pantaleoni, A. (2014). Examining Sport Advertisements: the Effect of Cause-Related Marketing (CRM) Messages and Endorsements. Global Sport Business Journal, 2(1), 1-21.

Williams, A., Rhenwrick, I., Wright, B., Choi, W., Kim, D., Vickey, T. (2014). Building viable fitness brands: Importance of brand communication strategies in attracting potential health club members. International Journal of Sport Management, Recreation, and Tourism, 14, 49-68. http://dx.doi.org/DOI: 10.5199/ijsmart-1791-874X-15d

Vickey, T., Breslin, J., & Williams, A. (2013). Fitness—There’s an App for that. The International Journal of Sport and Society, 3(4), 109-122.

Agyemang, K., & Williams, A. (2013). Creating revenue via organizational ‘brandpression’ management (OBpM): A marriage of brand management and impression management in professional sport. International Journal of Revenue Management, 7(2), 171-181.

Selected International & National Research Presentations

Walsh, P., Zimmerman, M., Clavio, G., & Williams, A. (2013). Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues.  Communication & Sport Journal.

Williams, C., & Williams, A. (2013). Hitting calories out of the ballpark: An examination of the FDA’s new menu labeling laws and their impact on sport
spectatorship. Loyola Consumer Law Review, 25(2/3) 248-265.

Williams, A., Pedersen, P.M., & Walsh, P. (2012). Brand associations in the fitness segment of the sport industry in the United States: Extending spectator sport branding conceptualizations to participatory sport.  International Journal of Sports Marketing and Sponsorship, (October), 34-50.

Williams, A., & Pedersen, P. (2012). Investigating service quality and exercise commitment as antecedents in the sport industry: An examination of the role that direct experiences have on the development of brand associations. International Journal of Sport Management, 13(1), 104-114.

Armbruster, C., Marquette, D., Williams, A. (2011). Educators and fitness equipment manufacturers collaborating for the benefit of the end user. American College of Sport Medicine Health and Fitness Journal, 14(4), 18-23.

Pantaleoni, A., Wright, B., Williams, A., & Clavio, G. (February, 2015) Framing the Tony Stewart incident in newspapers and social media. Global Sport Business Association Conference. Nassau, Bahamas.

Wright, B., Vooris, R., Clavio, G., & Williams, A. (February, 2015) The utilization of social networking sites by professional sports teams: Prevalence of relationship marketing. Global Sport Business Association Conference. Nassau, Bahamas.

Agyemang, K., & Williams, A. (October, 2014). A marriage between sport celebrities and the health food industry. Sport Marketing Association XlI Annual Conference. Philadelphia, PA.

Williams, A. & Martin, T. (July, 2014). Communicating Fitness through Sport: An Examination of the Use of Athletes to Communicate Fitness in Print Media. Fifth International Conference on Sport and Society. Rio de Janeiro, Brazil.

Williams, A., & Williams, C. (July, 2014). Hitting calories out of the ballpark: An examination of the FDA’s new menu labeling laws and their impact on sport spectatorship. Fifth International Conference on Sport and Society. Rio de Janeiro, Brazil.

Choi, W., Kim, D., & Williams, A. (May, 2014). Identifying segments of Korean fitness club members through brand associations. North American Society for Sport Management (NASSM) Conference. Pittsburgh, PA.

Kim, D., Choi, W., & Williams, A. (May, 2014). What Children Love About Athletes: An Assessment of Athlete Brand Associations in Youth Sport Consumers. 29th Annual North American Society for Sport Management (NASSM) Conference. Pittsburgh, PA.

Agyemang, K., & Williams, A. (May, 2014). Managing brand image via Twitter: A study of professional athletes’ impression management (IM) behavior. 29th Annual North American Society for Sport Management (NASSM) Conference. Pittsburgh, PA.

Wright, B., Clavio, G., & Williams, A. (May, 2014). Fitness Communication: An Examination of Fitness Messages on Twitter. 29th Annual North American Society for Sport Management (NASSM) Conference. Pittsburgh, PA.

Williams, A., & Agyemang, A. (May, 2014). Applying sport brand equity to college athletes. 29th Annual North American Society for Sport Management (NASSM) Conference. Pittsburgh, PA.

Williams, A., & Gladden, J. (October, 2013). The Sport of Fitness has Arrived: Conceptualizing Fitness Marketing. Sport Marketing Association Xl Annual Conference. Albuquerque, New Mexico.

Hwang, H., Lim, C., Williams, A., Choi, W., Walsh, P. (October, 2013). A Conceptual Modeling of Sport-Related Smartphone Applications. Sport Marketing Association Xl Annual Conference. Albuquerque, New Mexico.

Wright, B., Choi, W., Kim, D., Rhenwrick, I., & Williams, A. (October, 2013).  Building Viable Fitness Brands: Importance of Brand Communication Strategies. Sport Marketing Association Xl Annual Conference. Albuquerque, New Mexico.
 
Lee, M., Lim, C., & Williams, A. (September, 2013) Framing and Priming Effect of Commentary on Audiences Perception: The Moderating Role of Sport Nationalism. (Re)-Discovering Sport in Contemporary Korea: Guts, Glory and Geurimja. Ann-Arbor, Michigan.  

Kim, D., Choi, W., & Williams, A. (May, 2013) The role of endorser in fitness advertising: Examining the effect of fit between endorser and cause on consumer response. North American Society for Sport Management (NASSM) Conference. Austin, TX.

Choi, W., Wright, B., Kim, D., & Williams, A. (May, 2013). A cultural examination of exercise commitment and brand equity in U.S. and South Korean fitness clubs. North American Society for Sport Management (NASSM) Conference. Austin, TX.

Walsh, P., Williams, A., Kim, D., Choi, W. (October, 2012). Examining team brand associations held by youth fans. 10th Annual Conference of the Sport Marketing Association. Orlando, FL.

Williams, A., Blaszka, M., & Walsh, P. (September, 2012). An exploratory study on the effects of health and fitness celebrity twitter usage on consumer attitudinal and behavior loyalty. Medicine 2.0 Conference at Harvard Medical School. Boston, MA.

Williams, A., Walsh, P., Rhenwrick, I. (May, 2012). A conceptual framework for assessing brand equity in professional athletes. North American Society for Sport Management (NASSM) Conference. Seattle, WA.

Martin, T., Pedersen, P., & Williams, A. (May, 2012). Mixed Martial Arts (MMA) and the media: Using the content analytic method to examine the print communication coverage devoted to an emerging sport. North American Society for Sport Management (NASSM) Conference. Seattle, WA.

Blaszka, M., Pantaleoni, A., Rhenwrick, I., Clavio, G., Williams, A. (May, 2012). New media management: Supervised social media versus unsupervised social media. North American Society for Sport Management (NASSM) Conference. Seattle, WA.

Williams, A., Choi, W., & Kim, D. (November, 2011) Exploring core product factors through the analysis of Taekwondo match pattern attacks. Sport Entertainment & Venues Tomorrow Conference. Columbia, SC.

Williams, A., Kim, D., & Rhenwrick, I. (November, 2011) Branding the sport city: Case study of Indianapolis. Sport Entertainment & Venues Tomorrow Conference. Columbia, SC.

Rhenwrick, I., Waldburger, A., Walsh, P., & Williams, A. (October, 2011). Consumer knowledge of brand extensions versus team licensed. 9th Annual Conference of the Sport Marketing Association. Houston, TX.

Williams, A., Choi, W., & Kim, D. (October, 2011). Building brand associations: Examining fitness club antecedents. 9th Annual Conference of the Sport Marketing Association. Houston, TX.

Kim, H., Williams, A., Kim, D., Choi, W., & Lim, C. MLB Rivalry Typology. (September, 2011) 19th EASM Conference. Madrid, Spain.

Walsh, P., Williams, A., Lim, C., & Chung, J. (September, 2011) Development of a conceptual team brand equity model for the youth consumer. 19th EASM Conference. Madrid, Spain.

Williams, A. & Pedersen, P. (2011, June). Building brand loyalty in the fitness industry. 7th Annual International Conference on Kinesiology and Exercise Sciences. Athens, Greece.

Clavio, G., Walsh, P., Williams, A., Cianfrone, B., & Kwak, D. (2010, October). Leveling up: A sport video game research roundtable. Sport Marketing Annual Conference. New Orleans, LA.

Williams, A. (2009, May). If it’s in the Game, it’s in the Game: Using Student Athletes in Officially Licensed Video Games. North American Society for Sport Management (NASSM) Conference. Columbia, SC.

Martin, T., & Williams, A. (2008, April). The influence of NCAA Men's Basketball Final Four appearances on application and enrollment rates. College Sport Research Institute Scholarly Conference on College Sport. Memphis, TN: University of Memphis.

Williams, A. & Rodenberg, R. (2008, April). College basketball's virtual three point play: Officially licensed video games, NCAA rules, and student- athlete's statutory and common law right of publicity. College Sport Research Institute Scholarly Conference on College Sport. Memphis, TN: University of Memphis

Selected Invited Presentations

Brown K. & Williams, A. (2015, October). Is the Black College Athlete Sacrificed for the Greater Good of the Black Community. Midwest Journal of Law and Policy Symposium: Current issues in Sports and Entertainment Law. Indianapolis, IN.

Williams, A. (2014, May). Secrets of Building a Successful Fitness Brand. American Council on Exercise (ACE) Webinar. San Diego, CA.  

Williams, A. (2013, November). NFL Rookie Symposium: Building your brand via social media. Indianapolis Colts. Indianapolis, IN.

Williams, A. (2013, October). Brand U: The power of personal branding. American Council on Exercise (ACE) East Symposium. Orlando, FL.  

Williams, A. (2012, July). Brand U: Rebranding the Florida/Miami Marlins. University of Miami. Miami, FL.

Herbenick, D. & Williams, A. (2012, October). NFL Rookie Symposium: Healthy Relationships. Indianapolis Colts. Indianapolis, IN.

Williams, A. (2012, July). NFL Rookie Symposium: Building your unique athlete I.D. Indianapolis Colts. Indianapolis, IN.

Williams, A. & Walsh, P. (2012, July) Branding the City of Indianapolis: Super Bowl XLVI. Mini University. Bloomington, IN.

Williams, A. (2012, June). Fit University MVP: How brand strategy can combat childhood obesity. Myong Ji University, Daejeon, South Korea.

Williams, A. (2011, March). Brand U: Sport Branding. University of Miami. Miami, FL.

Williams, A. (2011, March). Brand U: Branding the athlete. University of Miami. Miami, FL.

Williams, A. (2011, March). Brand U: Relationship between communications and marketing. University of Miami. Miami, FL.

Williams, A. (2011, April). The art of Branding U. Indiana Fair Chance: Ex-offenders Lecture Series. Indianapolis, IN.

Williams, A. (2010, May). Urban League Young Professionals Health and Fitness Presentation. Indianapolis Urban League. Indianapolis, IN.

Williams, A. (2008, March). Physical Activity: The Anecdote for childhood obesity. AIHTI Obesity Conference. Indianapolis, IN.

Williams, A. (2007, January). Black health and fitness: Walk it out. Healthy Lifestyles Conference. Bloomington, IN.

Radio, Print, & Television

Interviewed and quoted in: (2013, January 7). Notre Dame’s run to the national championship.  Inside Indiana Business. http://www.insideindianabusiness.com/newsitem.asp?ID=57324

Featured and quoted in: (2011, March 7). Total gym workouts.  LiveStrong.com. http://www.livestrong.com/article/398480-total-gym-workouts/

Featured and quoted in: (2011, February 3). Savvy snacking at super bowl parties. School of Medicine News. http://communications.medicine.iu.edu/newsroom/stories/2011/savvy-snacking-at-super-bowl-parties-concussion-myths/ .

Featured and quoted in: (2011, February 3). Savvy snacking at super bowl parties. Newswise.com. www.newswise.com/articles/view/573057/?sc=c93 .

Featured and quoted in: (2011, February 11). Game day tickets that say “I love you”. USA Today Magazine. http://newsinfo.iu.edu/issue/page/normal/124.html

Interviewed and quoted in: Malik, M. (2010, January 24). Colt’s success gives local businesses a boost. The Herald Times, A1-A4.

Featured and quoted in: Banes, T.J. (2011, January 21). In the kitchen: A space for two who cook together. The Indianapolis Star, D1-D7.

Featured and quoted in: Giving eating habits and traditions a makeover. HybridMom.com. http://www.hybridmom.com/articles/live/parenting/give-eating-habits-and-traditions-makeover.

Featured and quoted in: Giving eating habits and traditions a healthy holiday makeover. Active for Life. http://newsinfo.iu.edu/issue/page/normal/124.html .

Interviewed and quoted in: Thomas, K. (2009, July 3). College stars sue over likenesses in video games. The New York Times, A1.

Featured and quoted in: (2008, November 21). Let’s talk turkey. HIVPlusMagazine.com. http://www.hivplusmag.com/NewsStory.asp?id=19363&sd=11/21/2008-11/27/2008.

Featured and quoted in: times staff (2008, July 29). Does your hairdo say ‘do not’ exercise? St. Petersburg Times.

Interviewed: WFIU (Bloomington, IN). Savy snacking at superbowl parties: February 6, 2011.

Williams, A. (2010, January 28). Sports-related Valentine’s Day gifts for her. Health News Digest.com.

Doctoral Committees (Chair):
  • Isabell Rhenwrick, PhD
    Placement: Defiance College
  • Dae Yeon Kim, PhD
    Placement: Central Missouri University
  • Benjamin Wright, PhD
    Placement: Slippery Rock University
  • Wanyong Choi (ABD)
  • Byung Ik Park

Dissertation Committees (Member):
  • Chris Reynolds (2011)
    Placement: Northwestern University
  • Tywan Martin (2011)
    Placement: University of Miami
  • Cara Wright (2011)
    Placement: Indiana Pacers
  • Jinwook Chung (2012)
    Placement: Grandview University
  • Chad Witkemper (2012)
    Placement: Indiana State University
  • Lauren Burch (2012)
    Placement: Indiana University - Columbus
  • Matt Zimmerman (2014)
    Placement: Auburn University
  • Sang Keon Yoo (2014)
  • Jacquelyn Lee (2014)
  • Mathew Blaszka (2014)
    Placement: Indiana State University
  • Ryan Vooris (2015)
    Placement: SUNY Cortland