Brian S. Gordon, Ph.D. is an Assistant Professor in the Health, Sport, and Exercise Sciences Department in the area of sport management. Dr. Gordon is in his first year as a faculty member at The University of Kansas. Prior to joining the faculty at KU, Dr. Gordon worked as an Assistant Professor in the undergraduate sport management program at the University of Wisconsin – La Crosse for the past five years. Additionally, Dr. Gordon created and directed the online Sport Administration Masters Program at UW-L, one of four fully online programs at the university. Dr. Gordon was the Faculty Athletic Representative for UW-L Athletics, a Board of Directors member for the L-Club, the fundraising arm of UW-L Athletics, and a member of the UW-L Online Advisory Board. Dr. Gordon has published in journals such as the Journal of Sport Management, Sport Management Review, and Sport Marketing Quarterly. His research interests include consumer behavior/psychology, brand management of sport organizations, and fan loyalty. Dr. Gordon is currently the Co-Editor of the Journal of Amateur Sport and an Alumni Fellow in the Center for Physical Cultural Studies at The Florida State University.
Ph.D., Sport Management, The Florida State University, Tallahassee, Florida, (2010)
M.Ed., Sport Management, Southern Illinois University, Carbondale, IL, (2006)
B.A., History, Eastern Illinois University, Charleston, IL, (2003)
Dr. Gordon’s line of research lies within sport marketing focusing on consumer behavior/psychology and brand management. Specifically, Dr. Gordon’s contributions have furthered our understanding of fan engagement, fan community identification, and longitudinal fan loyalty. Dr. Gordon’s research has applied and extended theories such as social identity theory, engagement theory, and brand equity.
HSES 830 – Socio-Cultural Dimensions of Sport – Fall 2015
Schaeperkoetter, C.C., Bass, J.R., & Gordon, B.S. (In Press). Student-athlete school selection: A Family Systems Theory approach. Journal of Intercollegiate Sport, 1-41.
Oja, B.D., Bass, J.R., & Gordon, B.S. (In Press). Conceptualizing employee identification with sport organizations: Sport employee identification (SEI). Sport Management Review, 1-13. doi: http://dx.doi.org/10.1016/j.smr.2015.02.002
Bass, J.R., Achen, R., & Gordon, B.S (2015). Motivations for athletic giving: Examining non-renewed donors. Applied Research in Coaching and Athletics Annual, 30(2), 166-186.
Mondello, M.J., & Gordon, B.S. (2015). The NBA fan experience: A case study of a professional sport franchise. Accepted by the Journal of Contemporary Athletic, 9(4), 1-14.
Yoshida, M., Heere, B., & Gordon, B.S. (2015). Predicting loyalty through community: Why other fans are more important than our own intentions, our satisfaction, and the team itself. Journal of Sport Management, 29(3), 318-333.
Yoshida, M., Gordon, B.S., James, J.D., & Heere, B. (2015). Antecedent, outcome, and moderating variables of fan community identification: Empirical evidence from Japanese professional sport. Sport Marketing Quarterly, 24(2), 105-119.
Yoshida, M., Gordon, B.S., Nakazawa, M., & Biscaia, R. (2014).
Conceptualization and measurement of fan engagement: A unidimensional behavioral approach in spectator sport. Journal of Sport Management, 28(3), 399-417.
Yoshida, M., Gordon, B. S., James, J.D., & Heere, B. (2014). Sport fans and their behaviors in fan communities. In K., Kanosue (ed.). Sport Science Series on "Active Life." Tokyo, Japan: Springer Science+Business Media, Inc.
Gordon, B.S., & Yoh, T. (2013). Examining topics in sport law: A content analysis of the Journal of the Legal Aspects of Sport. International Journal of Sport Management, 14(1), 1-18.
Yoshida, M, Gordon, B.S., & James, J.D. (2012). Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context. Sport Management Review, 15, 389-403.
Yu, C.C., & Gordon, B.S. (2012). International fans’ motivations for following
U.S. sports: An investigation of fans in Taiwan. International Journal of Sport Management, 13(4), 339-362.
Bass, J.R., Gordon, B.S., & Kim, Y.K. (2012). University Identification: A conceptual framework. Journal of Contemporary Athletics, 7(1), 13-26.
Naylor, M.R., Gordon, B.S., & James, J.D. (2012). A societal perspective of sport: Scale development in two settings. Journal of Global Scholars of Marketing Science, 22(2), 101-116.
Mondello, M.J., Gordon, B.S., & Kim, D.W. (2011). Issues facing fundraising professionals in sport and non-sport organizations: An exploratory study. International Journal of Sport Management, 12(2), 221-240.
Rudd, A., & Gordon, B.S. (2010). An exploratory investigation of sportsmanship attitudes among college student basketball fans. Journal of Sport Behavior, 33(4), 466-488.
Yoh, T., Mohr, M., & Gordon, B.S. (2008). An examination of satisfaction with campus recreation facilities among college students with physical disabilities. Recreational Sport Journal, 32(2), 106-113.
Yoh, T., Yang, H., & Gordon, B.S. (2008). Status of participation in physical activity among international students attending colleges and universities in the United States. College Student Journal, 42(4), 1110-1117.
Yoh, T., Mohr, M., & Gordon, B.S. (2006). The effect of gender on Korean teens’ athletic footwear purchasing. The Sport Journal, 9(1), online.
Knight Commission on Intercollegiate Athletics Spending Database Challenge Awards. “Students Perceptions of Institutional Support for Athletics in NCAA Division I.” Grant funded. ($2,000). 2015 - Co-Principal Investigator
University of Wisconsin – La Crosse Online Education. Online Course Development Grant for ESS 710. La Crosse, WI. Grant funded ($3000). 2014. –
University of Wisconsin – La Crosse Online Education. Online Course Development Grant for ESS 711. La Crosse, WI. Grant funded ($3000). 2014. –
University of Wisconsin – La Crosse Online Education. Online Course Development Grant for ESS 702. La Crosse, WI. Grant funded ($3000). 2013. –
University of Wisconsin – La Crosse Online Education. Online Program Development Grant. La Crosse, WI. Grant funded ($126,000). 2012. – Co-
University of Wisconsin – La Crosse Online Instructor Training Grant. La Crosse, WI. Grant funded ($1000). 2011. – Principal Investigator