Antonio S. Williams

Assistant Professor
Kinesiology

Director, Masters in Athletic Administration and Marketing
School of Public Health-Bloomington

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, NFL: 2012 Super Bowl Host Committee. NFL Community Impact Program Committee. City of Indianapolis, IN: 2010-Present.
  • Marketing Research Consultant, Lifestyle Family Fitness, Greenwood, IN. Provided advice on building brand loyalty in the health club: 2010-2011.
  • Marketing Research Consultant, Cardinal Fitness, Greenwood, IN. Provided advice on building brand loyalty in the health club: 2010-2011.
  • Member, Board of Directors, Fair Chance Co., Indianapolis, IN: 2010-Present.
  • Editorial Board, International Journal of Sport Communications: 2010-Present.
  • Member, Search Committee for Adminssions Liaison, Office of Minority Recruitment & Retention, School of Health, Physical Education, & Recreation, Indiana University: 2010-2011.
  • Member, Search Committee for Lecturer, Sport Management, Department of Kinesiology, School of Health, Physical Education, & Recreation, Indiana University: 2008-2009.
  • Member, Sport Management and Marketing Program Committee, Department of Kinesiology, School of Health, Physical Education, & Recreation, Indiana University: 2007-Present.
  • Member, Graduate Faculty Committee (Sport Marketing), Department of Kinesiology, School of Health, Physical Education, & Recreation, Indiana University: 2007-2008.
  • Member, Search Committee for Assistant Professor, Sport Communications, Department of Kinesiology, School of Health, Physical Education, & Recreation, Indiana University: 2006-2007.
  • Manuscript Reviewer, Journal of African American Studies (December 2010)
  • Abstract Reviewer, College Sport Research Institute Scholarly Conference on College Sport (November, 2008)
  • Lecturer, Department of Kinesiology, Indiana University: 2007-2010.
  • Director of Diversity, Department of Kinesiology, Indiana University: 2008-Present.
  • CEO, Tony Sentel Fitness Consulting LLC., Greenwood, IN: 2006-Present.
  • Associate Instructor, Department of Kinesiology, Indiana University: 2006-2007.
  • Fitness Consultant/Personal Trainer, Gold's Gym Inc., Columbia, SC: 2004-2006
  • Strength and Conditioning Coach, Orangeburg Wilkerson High School, Orangeburg, SC: 2005-2006.
  • Researcher Associate (Exercise Physiology), South Carolina State University: 2004-2005.
  • Marketing Intern, South Carolina State University Athletics: 2004-2005
  • Asst. Strength and Condition Coach, Soth Carolina State University: 2003-2004.
Research Interests

Stemming from my experiences working in the sport and fitness industries, my primary areas of scholarly interest encompass building and maintaining business and personal brand image, brand equity, brand awareness, and brand associations from a consumer-based perspective. More specifically, through the use of qualitiative and quantitative methodologies, my research focuses on providing practical branding solutions for the development and viability of the 21st century sport, athlete, and lifestyle brand.

Selected Publications

Books & Articles

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).

Williams, A. (expected 2012). Fitness communication: Comceptualizing an amerging segment of the sport industry. In P. Pedersen (Ed.), Handbook of Sport Communcation. New York, NY: Routledge Press.

Williams, A. (expected 2012). 101 tips for branding health and fitness clubs. Monterey, CA: Healthy Learning.

Williams, A. et al. (In Press). Educators and fitness equipment manufacurers collaborating for the benefit of the end user. American College of Sport Medicine Health and Fitness Journal.

Williams, A., & Pedersen, P.M. (In Press). Investigating service quality and exercise commimen t as antecedents in the sport industry: An examination of the role the direct experiences have on the development of brand associations, for the International Journal of Sport Management.

Clavio, G., Walsh, P., Williams, A., Cianfrone, B., & Kwak, D. (2010, October). Leveling up: A sport video game research roundtable. Sport Marketing (SMA) 8th Annual Conference Program and Proceedings. New Orleans, LA.

Williams, A., Lee, J., & Kwak, D. (2010, May). Fantasy Football league adoption: Extension and modification of the technology acceptance model. Book of Abstracts: 2010 North American Society for Sport Management (NASSM) Conference. Tampa, FL.

Williams, A. (2009, May). It it's in the Game, It's in the Game: Using Student Athletes in Officially Licensed Video Games. Book of Abstracts: 2009 Noth American Society of Sport Management (NASSM) Conference. Columbia, SC.

Williams, A. et al. (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. et al. (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.

International & National Presentations

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., & Choi, W. (November, 2011). Branding the sports city: A case study of Indianapolis, IN. Sport Entertainment & Venues Tomorrow Conference. Columbia, SC.

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

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

Walsh, P., Williams, A., Lim, C., & Chung, J. (September, 2011). Development of the 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., Lee J., & Kwak, D. (2010, May). Fantasy football league adoption: Extension and modification of the technology acceptance model. North American Society for Sport Management (NASSM) Conference. Tampa, FL.

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.

Williams, A. et al. (2008, April). The influence of NCAA Men's Basketball Final Four appearances on the application and enrollment rates. College Sport Research Institute Scholarly Conference on College Sport. Memphis, TN: University of Memphis.

Williams, A. et al. (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.

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

Featured and quoted in: (2011, March 7). Total gym workouts. LiveStrong.com.Click Here

Featured and quoted in: (2011, February 3). Savvy snacking at super bowl parties. School of Medicine News.Click Here

Featured and quoted in: (2011, February 3). Savvy snacking at super bowl parties. Newswise.com.Click Here

Featured and quoted in: (2011, February 11). Game day tickets that say "I love you". USA Today Magazine.Click Here

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: Barnes, 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.Click Here

Featured and quoted in: Giving eating habits and traditions a makeover. Active for Life.Click Here

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. HIVPlusMagaxine.com.Click Here

Featured and quoted in: times staff (2008, July 29). Does your hairdo say 'do not' exercise? St. Petersbury Times. Interviewed: WFIU (Bloomington, IN). Savvy snacking at superbowl parties: February 6, 2011.