Open Research and Contributor Identifier

ORCID - 0000-0003-1840-3492

Department

Kinesiology

Education

• University of Florida, Ph.D. in Health and Human Performance (Sport Management), 2008

• Slippery Rock University of Pennsylvania, M.S. in Sport Management, 2004

• Hannam University, B.A. in Japanese Language and Literature, 1998

Background

• Professor (tenure) in Sport Management at Indiana University-Bloomington
• Associate Professor (tenure) in Sport Management at Indiana University-Bloomington
• Associate Professor (tenure) in Sport Management and Policy at the University of Georgia
• Assistant Professor in Sport Management and Policy at the University of Georgia
• Assistant Professor in Sport Management at University of Southern Mississippi

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• Associate Editor-Sport Marketing Quarterly (2023- Present)
• Special Issue Editor (with Do Young Pyun & James Du): Is Singularity Near? Causal Inference in Sport Consumer Behavior Research), Frontiers in Psychology (Organizational Psychology) (2021-2022)
• Special Issue Editor (with Joe Phua: Digital and Interactive Marketing Communications in Sport), Journal of Interactive Advertising (2019-2021)
• Special Issue Editor (with James J. Zhang: Critical Measurement Issues in Sport Management), Measurement in Physical Education and Exercise Science (2019)
• Sport Management Section Editor, Measurement in Physical Education and Exercise Science (2010-2016)
• Article Editor, Cogent Psychology (2016-present)
• Article Editor, SAGE Open Access Publication (2016, 2019)

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• Editorial board member for the following journals: Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, Journal of Interactive Advertising, Journal of Global Sport Management, Journal of Electronic Gaming and Esports, and Korean Journal of Convergence Science

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• Ad-hoc reviewer for the following journals: European Sport Management Quarterly, Sport Management Review, Journal of Sport Management, Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, International Journal of Sport Communication, International Journal of Sport Management and Marketing, Journal of Service Management Service Industries Journal, Sport, Business and Management: An International Journal, Journal of Public Relations, Journal of Global Sport Management, Measurement in Physical Education and Exercise Science, Applied Psychology: An International Reviewer, Asia Pacific Journal of Tourism Research, Sustainability, Cogent Business and Management, Asian Academy of Management Journal, Journal of Amateur Sport, International Journal of Sport Management, Recreation & Tourism, Journal of Intercollegiate Sport, Journal of Issues in Intercollegiate Athletics, Journal of Contemporary Athletics, Journal of Applied Marketing Theory, International Journal of Intercultural Information Management, Journal of Quality Assurance in Hospitality and Tourism, International Journal of Event and Festival Management, Korean Journal of Convergence Science

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Honors, Awards, and Achievements (since 2017)

• National Academy of Kinesiology Fellow (2023)
• 2023 Asian Society for Sport Management (ASSM) Best Poster Competition Winner.
• The Faculty advisor of 2023 GSBA Faculty Research Grant Competition Winner (Wooyoung (William) Jang)
• Top reviewer (2022) for Cogent Business and Management journal.
• The Faculty advisor of 2022 GSBA Junior Faculty Research Grant Competition Winner (Wooyoung   (William) Jang)
• The Faculty advisor of 2022 GSBA Student Research Grant Competition Winner (Hyunseok Song)
• The Faculty advisor of 2022 ASMA Student Research Competition Finalist (Junwoo Choi)
• Sport Marketing Association (SMA) Research Fellow (2021)
• Outstanding Paper Award Winner at the Emerald Literati Network Awards for Excellence     2021 (Title: Antecedents and consequence associated with eSports gameplay published in International Journal of Sports Marketing and Sponsorship)
• The Faculty advisor of 2020 EASM New Research Award Competition Finalist (Kyungyoel (Anthony) Kim)
• The Faculty advisor of 2020 Academy of Kinesiology Association (AKA) Doctoral Student Writing Award (IU Kinesiology, Kyungyoel (Anthony) Kim)
• The Faculty advisor of 2019 EASM New Research Award Competition Finalist (Jingxian (Cecilia) Zhang)
• The Faculty advisor of 2019 GSBA Student Research Grant Competition Winner (Wooyoung (William) Jang)
• The Faculty advisor of 2019 ASMA Student Research Competition Winner (Kyungyoel (Anthony) Kim)
• 20 exceptional sports management and athletic administration professors by BSchool.Org
• The Faculty advisor of 2018 SMA Best Student Research Winning Paper (Kyungyoel (Anthony) Kim)
• The Faculty advisor of 2018 NASSM Student Research Competition Finalist (Wooyoung (William) Jang)
• The Faculty advisor of 2018 NASSM Doctoral Student Research Grant Competition Winner (Kyungyeol (Anthony) Kim)
• The Faculty advisor of 2018 GSBA Student Research Grant Competition Winner (Kyungyeol (Anthony) Kim)
• The Faculty advisor of 2017 NASSM Student Research Competition Winner (Kyungyeol (Anthony) Kim)
• The Faculty advisor of 2017 NASSM Doctoral Student Research Grant Competition Winner (Wooyoung (William) Jang)
• The Faculty advisor of 2015 Outstanding Teaching Assistant Award (Charles W. Jones)2015
• The Faculty advisor of 2014 Outstanding Teaching Assistant Award (Brian H. Yim)
• The Faculty advisor of 2013 Sport Marketing Association (SMA) conference Best Student Paper Award Winner (Carolina Salge)
• The Faculty advisor (co-advisor) of 2013 Sport & Recreation, Law Association (SRLA) Bernard Patrick Maloy Student Research Award Winner (Natasha Brison)
• The Faculty advisor of 2012 Graduate Student Case Study Competition Winner at the annual Sport Marketing Association (Alyssa Tavormina, Brian Yim, Carolina Salge, and Gregg Rich)
• Outstanding Paper Award Winner at the Emerald Literati Network Awards for Excellence 2011
• Listed in the Cambridge Who’s Who among Executives and Professionals
• College of Health Emerging Scholar Faculty Award (University of Southern Mississippi)

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Ph.D. Chair/Committee Member

Indiana University

1. Chair, Jungju, Ok: 2023-present
2. Chair, Taegeu, Bok: 2023-present
3. Chair, Benqiao (Stella) Jiang: 2021-present
4. Chair, Junwoo Choi: 2019-present
5. Chair, Hyunseok Song: 2017-present (Successful Defense of Dissertation Proposal, December, 2021)
6. Chair, Jingxian (Cecilia) Zhang: 2016-present (Successful Dissertation Defense, October 2021, Currently Assistant Professor at Limestone University)
7. Chair, Wooyoung (William) Jang: 2014-present (Successful Dissertation Defense, August 2020, Currently Assistant Professor at University of West Georgia)
8. Chair, Kyungyeol (Anthony) Kim: (Successful Dissertation Defense, April 2020, Currently Assistant Professor at University of Southern Indiana)
9. Chair, Charles W. Jones: (Successful Dissertation Defense, July 2017, Currently Assistant Professor at East Tennessee State University)
10. Member, Ramir Williams
11. Member, Braden Norris (Successful Qualifying Examination, April, 2022)
12. Member, Yoon Heo (Successful Qualifying Examination, December, 2021)
13. Member, Tyler Ratts (Successful Quals Defense, July 2022; Successful Dissertation Defense, May2023, Assistant Professor at University of Dubuque)
14. Member, Zack Pedersen (Successful Quals Defense, April 2022; Dissertation Proposal Defense, September 2022; Successful Dissertation Defense, February 2023, Assistant Professor at Texas Tech University)
15. Member, David Lovell
16. Member, Sungwook (Sean) Son (Successful Dissertation Defense, August 2021)
17. Member, Jonathan Benedek (Successful Dissertation Defense, December 2020)
18. Member, Alex Gang (Successful Dissertation Defense, November 2020, Currently Assistant Professor at Midway University)
19. Member, Jin Park (Successful Dissertation Defense, April 2021)
20. Member, Byungik Park (Successful Defense of Dissertation, December 2018)
21. Member (outside), Taeyoung Kim (Public Relations Department at Indiana University, Successful Dissertation Defense, December 2021, Currently Assistant Professor at University of Loyola Chicago)
22. Member, Hansol Hwang (Successful Dissertation Defense, November 2016)
23. Member, Namhun Lim (Successful Dissertation, February 2017, Currently Assistant Professor at Elizabeth City State University)
24. Member, Rebecca Allen (Dissertation in Progress)
25. Member, Wanyong Choi (Successful Dissertation Defense, April 2016, Currently Assistant Professor at University of North Florida)
26. Member, Ben Wright (Successful Dissertation Defense, November 2015, Currently Assistant Professor at American University)
27. Consultant, Minkyo Lee (Successful Dissertation Defense, April 2016, Currently Assistant Professor at East Stroudsburg University)

University of Georgia

1. Member (outside), Yetao Wang (University of Georgia, Successful Dissertation Defense, November 2021)
2. Member (outside), Hui Du (University of Georgia, Successful Dissertation Proposal Defense, April 2021)
3. Member (outside), Michelle Versfeld (University of Georgia, Successful Dissertation Defense, December 2020)
4. Chair, Alyssa Tavormina (Successful Defense, April 2013, Assistant Professor at University of Florida)
5. Chair, Brian H. Yim (Successful Defense, June 2015, Associate Professor at Kent State University)
6. Co-Chair, Natasha Brison (Successful Defense, April 2015, Associate Professor at Texas A&M University)  
7. Co-Chair, Cyntrice Thomas (Successful Defense, July 2012, Assistant Professor at University of Florida)
8. Member, Deulre (Sophia) Min (Associate Professor at University of New Hampshire)
9. Member, Chris Henderson (Currently Assistant Professor at Miami University in Ohio)
10. Member, Kuan-Chou (Kenny) Chen (Assistant Professor at National Taiwan University of Sport)

Loughborough University

1. External Examiner, Yuchen Shi (Successful Dissertation Defense, December 17, 2021)

Hanyang University

1. Member, Taegeun Kwon (Hanyang University, Successful Dissertation Defense, May 2021)

University of Southern Mississippi

1. Member, James T. Allen (Currently Associate Professor at Queens University of Charlotte)

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Scholarly Interest

My overarching research interest involves exploring psychological and environmental variables affecting consumer behavior within sport marketing and sport tourism. Pursuant to this interest, my research has focused on examining how service quality, motivation, perceived value, constraints, destination image, and attachment interact with decision making strategies to influence consumption behavior in various contexts, including collegiate sport, professional sport, and disability sport. Second line of research is to contribute to the advancement of quantitative research methods in sport management field using my expertise in research design, measurement, and statistics.

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Download CV

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Selected Publications

Articles

*Kim, K. A., Byon, K. K., & Pedersen, P. M. (2020). Coping as a mediation mechanism between severity of spectator dysfunctional behavior and revisit intention: The moderating effects of self-construal in sport consumption. Journal of Sport Management, 34(1), 38-52. (SSCI, IF = 3.691).

Baek, W. Y., *Song, H. S., Kim, D. H., & Byon, K. K. (2020). Cause-related marketing and purchase intention toward team-licensed products: Moderating effects of sport consumers’ altruism. Sustainability, 12(8), 3183. (SSCI, IF =3.251).

*Jang, W. W., & Byon, K. K. (2020). Antecedents and consequence associated with eSports gameplay. International Journal of Sports Marketing and Sponsorship, 21(1), 1-22. (Outstanding Paper Award Winner at the Emerald Literati Network Awards for Excellence 2021) (SSCI, IF = 2.938).

*Jones, C. W., & Byon, K. K. (2020). The influence of repeat attendance and stakeholder type on value co-creation in recurring (long-term) sport event setting. Sport, Business and Management: An International Journal, 10(1), 58-81. (SCOPUS). ***

Baek, W. Y., *Kim, K. A., Kim, D. H., & Byon, K. K. (2020). The impacts of the perceived golf course brand globalness on customer loyalty through multidimensional perceived values. Sustainability, 12(3), 987. (SSCI, IF = 3.251).

*Jang, W. W., Byon, K. K., & *Yim, B. H. (2020). Sportscape, emotion, and behavioral intention: A case of four professional major league sport events. European Sport Management Quarterly, 20(3), 321-343. (SSCI, IF = 4.000). **

*Kim, K. A., Byon, K. K., & Baek, W. Y. (2020). Customer-to-customer value co-creation and co-destruction in sporting events. The Service Industries Journal, 40(9-10), 633-655. (SSCI, IF = 6.539).

*Kim, K. A., & Byon, K. K., & Choi, H. D. (2020). A conceptual analysis of switching costs: Implications for fitness centers. Sustainability, 12(9), 3891. (SSCI, IF = 3.251). ***

*Zhang, J. C., Byon, K. K., Xu, K., & Huang, H. R. (2020). Event impact on residents’ satisfaction and behavioral intention of the mega sporting event: Pre-post study. International Journal of Sports Marketing and Sponsorship, 21(3), 487-511. (SSCI, IF = 2.938).

*Jang, W. W., *Kim, K. A., & Byon, K. K. (2020). Social atmospherics, affective response, and behavioral intention associated with esports events. Frontiers in Psychology (Movement Science and Sport Psychology), 11, 1671. (SSCI, IF = 2.990).

*Yim, B. H., & Byon, K. K. (2020). Critical factors in the sport consumption decision making process of millennial sport fans: A revised model of goal-directed behavior. International Journal of Sports Marketing and Sponsorship, 21(3), 427-447. (SSCI, IF = 2.938). ***

*Kim, K. A., & Byon, K. K. (2020). The dark side of spectator behavior: Effects of spectator dysfunctional behavior on anger, rumination, and revisit intention. Sport Marketing Quarterly, 29(3), 224-240. (SSCI, IF = 2.722).

Kim, S. S., Baek, W. Y., Byon, K. K., & Ju, S. B. (2020). Creating shared value and fan loyalty in the Korean professional volleyball league. Sustainability, 12(18), 7625. (SSCI, IF = 3.251).

*Kim, K. A., Lee, S. N., & Byon, K. K. (2020). How useful is each item in the sport spectator identification scale? An item response theory analysis. International Journal of Sports Marketing and Sponsorship, 21(4), 651-667 (SSCI, IF = 2.938).

Kang, J. H., Ji, Y. H., Baek, W. Y., & Byon, K. K. (2020). Structural Relationship among physical self-efficacy, psychological well-being, and organizational citizenship behavior among hotel employees: Moderating effects of leisure-time physical activity. International Journal of Environmental Research and Public Health, 17(23), 8856. (SSCI, IF = 3.390).

*Jang, W. W., & Byon, K. K. (2020). Antecedents of eSports gameplay intention: Genre as a moderator. Computers in Human Behavior, 109(8), 106336. (SSCI, IF = 6.829). doi:10.1016/j.chb.2020.106336

Byon, K. K.,*Salge, C., Baker, T. A., & Jones, C. W. (2020). Team identification and negotiation: A mediated-moderation model of constraints, motivation, and sport consumption. Sport Marketing Quarterly, 29(4), 282-295. (SSCI, IF = 2.722).

*Song, H. S., & Byon, K. K. (2021). Moderating effect of the power-distance belief on the relationship between employees’ service failures and customers’ behavioral outcomes in the sport service industry. International Journal of Environmental Research and Public Health, 18(5), 2488. (SSCI, IF = 3.390).

*Jang, W. W., Byon, K. K., Baker, T. A., & Tsuji, Y. (2021). Mediating effect of esports game streaming in the relationship between esports gameplay and esports event broadcasting. Sport, Business and Management: An International Journal, 11(1), 89-108. (SCOPUS). doi: 10.1108/SBM-10-2019-0087

Ma, S. C., Byon, K. K., Jang, W. W., Ma, S. M., & Huang, T. N. (2021). Esports spectating motives and streaming consumption: Moderating effect of game genres and live-streaming types. Sustainability, 13(8), 4164 (SSCI, IF = 3.251)

Jang, W. W., Byon, K. K., Pecoraro, J., & Tsuji, Y. (2021). Clustering esports gameplay consumers via game experiences. Frontiers in Sports and Active Living, 3. 669999. doi: 10.3389/fspor.2021.669999

Kim, S. S., Baek, W. Y., Byon, K. K., & Ju, S. B. (2021). Creating shared Value to enhance customer loyalty: A case of a sporting goods company in Korean athletic shoe market. Sustainability, 13, 7031. doi.org/10.3390/su13137031 (SSCI, IF = 3.251).

*Yim, B, H., & Byon, K. K. (2021). Validation of the sport fan model of goal-directed behavior: Comparison to theory of reasoned action, theory of planned behavior, and model of goal-directed behavior. Journal of Global Sport Management, 6(4), 388-408. *** (SCOPUS).

Kim, J. H., Byon, K. K., & Kim, J. H (2021). Leisure activities, happiness, life satisfaction, and health perception of older Korean adults. International Journal of Mental Health Promotion, 23(2), 155-166. (SSCI, IF = 0.500).

*Kim, K. A., & Byon, K. K. (2021). Conceptualization of switching costs in fitness centers: A higher-order reflective-formative model. Sport Management Review, 24(4), 543-566. (SSCI, IF = 6.577). ***

*Yim, B, H., Byon, K. K., Baker, T. A., & Zhang, J. J. (2021). Identifying the critical factors in sport consumption decision making process for the millennial sport fans: Mixed methods approach. European Sport Management Quarterly, 21(4), 484-503. (SSCI, IF = 4.000). doi: 10.1080/16184742.2020.1755713 ***

Jang, W. W., Byon, K. K., & *Song, H. S. (2021). Effect of prior gameplay experience on the relationships between esports gameplay intention and live esports streaming content. Sustainability, 13, 8019. (SSCI, IF = 3.251).

Byon, K. K., & Phua, J. (2021). Digital and interactive marketing communications in sports. Journal of Interactive Advertising, 21(2), 75-78.

*Jang, W. W., & Byon, K. K. (2021). Investigation of the formation of eSports playing intention: Moderating impact of gender. Sport Marketing Quarterly, 30(3), 193-206. (SSCI, IF = 2.722).

*Jang, W. W., Byon, K. K., Williams, A. S., & Pedersen, P. M. (2021). Augmenting the formation of esports gameplay intention: Interaction effects of genre and gender. Sport Business and Management: An International Journal, 11(5), 620-646 *** (SCOPUS).

*Pedersen, Z, P., Kim, K. A., Byon, K. K., & Williams, A. S. (2022). The relative influence of spectator dysfunctional behaviors on spectator enjoyment. International Journal of Sports Marketing and Sponsorship. 23(1), 93-109 (SSCI, IF = 2.938).

*Hahm, J. B., Byon, K. K., Hyun, Y. A., & *Hahm, J. (2022). The show must go on: The mediating role of self-assessment in the relationship between performers’ technology acceptance and satisfaction level with remote performances in Korea during the COVID-19 pandemic. Technology in Society. 101855 (SSCI, IF = 4.192)

*Zhang, J, C., Svetina, D., & Byon, K. K. (in press). An item response theory analysis of residents’ perceived positive event impact. Journal of Global Sport Management. (SCOPUS). doi: 10.1080/24704067.2020.1731701

*Brison, N. T., Baker, T. A., Byon, K. K., & Evans, N. J. (in press). An interdisciplinary examination of the material effects of deceptive sport advertisements. Journal of Global Sport Management. (SCOPUS). doi: 10.1080/24704067.2020.1711531 ***

*Jones, C. W., Byon, K. K., Williams, A. S., & Pedersen, P. M. (in press). Live events and the sport customer: A sport spectator quality-value-behavior model. Journal of Global Sport Management. (SCOPUS). doi: 10.1080/24704067.2020.1846908 ***

*Zhang, J. C., Byon, K. K., Tsuji, Y., & Pedersen, P. M. (in press). Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude. European Sport Management Quarterly. (SSCI, IF = 4.000). Doi: 10.1080/16184742.2020.1836011

*Pedersen, Z, P., Kim, K. A., Byon, K. K., & Williams, A. S. (in press). The moderating effect of trait aggression on the relationship between spectator dysfunctional behavior and spectator enjoyment. Journal of Sport Behavior.

Referred Publications [Out of 121 articles]

* indicates research conducted by graduate or post-doctoral students under my direction
** Thesis Work based on student thesis
*** Dissertation Work based on student dissertation
Bold and underline indicates Kevin K. Byon is the senior author
SSCI (Social Sciences Citation Index)
2020 Journal Citation Reports (JCR) Impact Factor (IF)
For accepted articles, doi is added when available.
Google Scholar: Citations: 2043, h-index: 23, i10-index: 42