Dr. Joshua M. Lupinek

Associate Professor | Hospitality and Tourism | Feliciano School of Business
Location: SBUS 555
Telephone: 973-655-3773
Email: lupinekj@montclair.edu


Dr. Lupinek has a Ph.D. in Sport Management from the University of Minnesota and a M.A. in Sport Management and Sociology from the University of Connecticut, Storrs. He is currently working on a Marketing Analytics certificate from Penn State University. His research interest includes VR eye tracking research that measures consumer reactions. Before joining The Feliciano School of Business, he served as a tenured Associate Professor of Business Administration at the University of Alaska, Fairbanks, where he also was Director of the Sport and Recreation Business Program, and Director of the School of Management Virtual Reality Lab.


Sport Marketing, Sales, Virtual Reality, Social Network Analysis


  • Ph D, Sport Marketing, 2015, University of Minnesota, Minneapolis, MN
  • MA, Sport Management & Sociology, 2011, University of Connecticut, Storrs, CT
  • BS, Business Administration & Mathematics, 2009, Franklin Pierce University, Rindge, NH

Professional Experience

  • Associate Professor, Montclair State University. (September 2021 - Current).
  • Assistant Professor, Montclair State University. (September 2019 - August 2021).
  • Associate Professor, University of Alaska. (July 2019 - August 2019).
  • Assistant Professor, University of Alaska. (August 2015 - June 2019).
  • Adjunct Faculty, Concordia University - St. Paul. (August 2013 - August 2015).
  • Graduate Instructor, University of Minnesota. (August 2012 - May 2015).

Honors and Awards

  • Innovation in Teaching Award , Feliciano School of Business. (May 2021).
  • Award of Tenure & Promotion , University of Alaska. (July 2019).
  • Frozen Four Official , National Collegiate Athletic Association (NCAA). (April 2019).
  • Rising Alumni Award , University of Minnesota. (April 2019).
  • Chancellor’s Innovation in Technology and eLearning (CITE) Fellows Program , University of Alaska eLearning & Distance Education. (May 2017).
  • Outstanding Student Leadership Award , University of Minnesota. (April 2015).
  • Graduate Student Teaching Award , University of Minnesota. (April 2014).


  • Do consumers prefer in-app ordering experiences while streaming virtual reality content? A Buffalo Wilds Wings case study.
  • Measuring consumer cognitive engagement to virtual reality broadcast sponsorship placement.
  • MSU FSoB Virtual Reality (VR) Research Lab development (VR eye tracking lab opening Fall 2020).

Refereed Published Articles

  • Lupinek, J., Brownlee, E., Ohu, E., Yoo, J. The Untapped Inventory of Virtual Reality In-Game Advertising (IGA): Digital Disruptions for Sport Marketing Research. Journal of SPORT,
  • Lupinek, J., Yoo, J., Ohu, E., Brownlee, E. (2021). Congruity of virtual reality in-game advertising. Frontiers in Sports Management, Marketing and Business, 3 (1), pp. 1-10.
  • Keiper, M., Carlson, C., White, A., Lupinek, J. (2020). Student perceptions on the benefits of Flipgrid in a hyflex learning environment. Journal of Education for Business, pp. 1-9.
  • Berner, C., Lupinek, J., Arkell, J., Keiper, M. (2020). A Pareto principle analysis of the NBA: How production distribution affects team success. Global Sport Business Journal, 8 (2), pp. 87-101.
  • Warren, C., Lupinek, J. (2019). Choice overload and partial season ticket sales. Journal of Applied Sport Management, 11 (2), pp. 27-37.
  • Lupinek, J. (2019). The rookie experience: The initiation of unwritten rule development in men’s ice hockey. Journal of Sport Behavior, 42 (1), pp. 63-90.
  • Lupinek, J. (2019). Tracing the ABC’s of brand community. International Journal of Sports Marketing and Sponsorship, 20 (2), pp. 291-306.
  • Dwyer, B., Lupinek, J., Achen, R. (2018). Challenge accepted: Why women play fantasy football. Journal of Sport Management, 32 (4), pp. 376-388.
  • Lupinek, J., Chafin, E., Arkell, J. (2017). A Pareto principle analysis of the NHL: Why ice hockey is the ultimate team game. Global Sport Business Journal, 5 (3), pp. 38-51.
  • Dwyer, B., Achen, R., Lupinek, J. (2016). Fantasy vs. reality: Exploring the BIRGing and CORFing behavior of fantasy football participants. Sport Marketing Quarterly, 25 (3), pp. 90-102.
  • Mudrick, M., Lupinek, J. (2015). Craving the scoop: An examination of highly identified fans’ utilization of subscription based college recruiting networks. Journal of Sports Media, 10 (1), pp. 51-77.

Books & Chapters Published

  • Sparks, H., Lupinek, J. (2018). Ch.6 Marketing concepts; Ch.8 E-commerce & social media. (pp. 16-18; 22-25). Seattle, WA: University of Washington Press.