Brian S. Gordon, Ph.D. is an Associate Professor in the Health, Sport, and Exercise Sciences Department in the area of sport management. Dr. Gordon is in his fifth 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.
Ph.D., Sport Management, Florida State University
M.S., Sport Management, Southern Illinois University
B.A., History, Eastern Illinois University
HSES 830 – Socio-Cultural Dimensions of Sport
HSES 486 - Sport Marketing
HSES 842 - Sport Marketing
HSES 980 - Seminar in Sport Marketing
HSES 980 - Seminar in Consumer Behavior
HSES 798 - Sponsorship in Sport
HSES 289 - Introduction to Sport Management
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.
- Brand management
- Consumer behavior
- Cognition and emotion in consumer decision-making
- Fan behavior/Fan violence
Oja, B. Bass, J. & Gordon, B. (in press). Identities in the Sport Workplace: Development of an instrument to measure sport employee identification. Journal of Global Sport Management, 3(4).
Gordon, B. S., Yoshida, M. Nakazawa, M. & Bass, J. R. (in press). The measurement and dimensionality of pride in the spectator sport context. Corporate Reputation Review.
Schaeperkoetter, C. Gordon, B. Hyland, S. Oja, B. & Bass, J. (2019). An exploratory examination of role engulfment and teacher-coaches. Journal of the Professoriate, 10(2), 47-77.
Scola, Z. & Gordon, B. (2019). Exploring retro marketing with sport marketing professionals. Sport, Business, and Management: An International Journal, 9(3), 284-300.
Taniyev, O. & Gordon, B. (2019). Retired Athlete Brand Image: A Qualitative Investigation. International Journal of Sports Marketing and Sponsorship, 20(3), 390-406.
Scola, Z. Stensland, P. & Gordon, B. (2019). Steeler Nation in the Midwest: Exploring Membership Benefits of an Out-of-Market Pittsburgh Steelers Fan Club. Journal of Global Sport Management, 4(4), 351-370. DOI:10.1080/24704067.2018.1477519
Scola, Z. & Gordon, B. (2018). A Conceptual Framework of Retro Marketing in Sport. Sport Marketing Quarterly, 27(3), 197-210.
Schmidt, S. Hambrick, M. Schreffler, M. & Gordon, B. (2018). An experimental examination of activist type and effort on brand image and purchase intentions. Sport Marketing Quarterly, 27(1), 31-43.
Yoshida, M. Gordon, B. Nakazawa, M. Shibuya, S. & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty: The mediating roles of brand-related social media engagement, knowledge acquisition, and online brand community identification. Electronic Commerce Research and Applications, 28(2), 208-218.
Hedlund, D. Gordon, B. S., Yoshida, M. & St. Germain, J. (2018). Ignition tradition? A case study of the Florida State University Athletics Department’s 2014 logo change. Journal of Applied Sport Management, 10(3), 1-14.
Gordon, B. S., & Arney, J. (2017). Investigating the negative fan behaviors of a branded collegiate basketball student section. Journal of Amateur Sport, 3(2), 82-108.
Gordon, B. & James, J. (2017). The impact of brand equity drivers on consumer-based brand equity in the sport service setting. International Journal of Business Administration, 8(3), 55-68. DOI:10.5430/ijba.v8n3p55 https://doi.org/10.5430/ijba.v8n3p55
Nakazawa, M. Yoshida, M. & Gordon, B. (2016). The antecedents and consequences of sponsor-stadium fit: Empirical evidence from a non-historic stadium context. Sport, Business, and Management: An International Journal, 6(4), 407-423. DOI:10.1108/SBM-08-2015-0025
Gordon, B. S., James, J. D., & Yoshida, M. (2016). The development of brand association measures in multiple product categories: New findings and implications for goods and service brands. International Journal of Business Administration, 7(3), 140-152. DOI:10.5430/ijba.v7n3p140
Oja, B. D., Bass, J. R., & Gordon, B. S. (2015). Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI). Sport Management Review, 18(4), 583-595. DOI:10.1016/j.smr.2015.02.002
Yoshida, M. Gordon, B. S., James, J. D., & Heere, B. (2015). Fan Community Identification: An Empirical Examination of Its Outcomes in Japanese Professional Sport. Sport Marketing Quarterly, 24(2), 105-119.
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.
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. DOI:10.1123/jsm.2013-0306
Schaeperkoetter, C. Bass, J. & Gordon, B. (2015). Student-Athlete School Selection: A Family Systems Theory Approach. Journal of Intercollegiate Athletics, 8(2), 266-286. DOI:10.1123/jis.2015-0003
Mondello, M. J., & Gordon, B. S. (2015). The NBA fan experience: A case study of a professional sport franchise. Journal of Contemporary Athletics, 9(4), 1-14.
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.
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.
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.
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(1), 389-403.
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).
Bass, Jordan, (Principal), Schaeperkoetter, Claire, (Co-Principal), Gordon, Brian, (Co-Principal), Student Perceptions of Institutional Support for Athletics in NCAA Division I., Knight Commission, $2,000, Submitted 01/01/2015 (05/01/2015 - 12/31/2015). Not-for-Profit (not Foundation). Status: Funded.
Gordon, B. S., (Principal), Online Course Development Grant for ESS 710, University of Wisconsin – La Crosse Online Education, $3,000, - 12/31/2014). Other University. Status: Funded.
Gordon, B. S., (Principal), Online Course Development Grant for ESS 711, University of Wisconsin – La Crosse Online Education, $3,000, - 12/31/2014). Other University. Status: Funded.
Gordon, B. S., (Principal), Online Course Development Grant for ESS 702, University of Wisconsin – La Crosse Online Education, $3,000, - 12/31/2013). Other University. Status: Funded.
Gordon, B. S., (Co-Principal), Online Program Development Grant, University of Wisconsin – La Crosse Online Education, $126,000, - 12/31/2012). Other University. Status: Funded.
Gordon, B. S., (Principal), Online Instructor Training Grant, University of Wisconsin – La Crosse, $1,000, - 12/31/2011). Other University. Status: Funded.