Brian S. Gordon, Ph.D.

School of Education and Human Sciences - Health, Sport, & Exercise Sciences
Associate Professor
Primary office:
Robinson Health and Physical Education Center, 146C-1
University of Kansas
1301 Sunnyside Avenue
Lawrence, KS 66045


Summary

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.

Education

Teaching

Courses:

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

Research

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.

Research Interests

  • Brand management
  • Consumer behavior
  • Cognition and emotion in consumer decision-making
  • Fan behavior/Fan violence

Selected Publications

Schaeperkoetter, C., Gordon, B., Hyland, S., Oja, B., & Bass, J. (2019). An exploratory examination of role engulfment and teacher-coaches [Journal Articles]. Journal of the Professoriate, 10(2), 47–77.
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 Articles]. Journal of Global Sport Management, 4(4), 351–370. https://doi.org/10.1080/24704067.2018.1477519
Taniyev, O., & Gordon, B. (2019). Retired Athlete Brand Image: A Qualitative Investigation [Journal Articles]. International Journal of Sports Marketing and Sponsorship, 20(3), 390–406.
Scola, Z., & Gordon, B. (2019). Exploring retro marketing with sport marketing professionals. [Journal Articles]. Sport, Business, and Management: An International Journal, 9(3), 284–300.
Scola, Z., & Gordon, B. (2018). A Conceptual Framework of Retro Marketing in Sport [Journal Articles]. Sport Marketing Quarterly, 27(3), 197–210.
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 [Journal Articles]. 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 Articles]. Journal of Applied Sport Management, 10(3), 1–14.
Schmidt, S., Hambrick, M., Schreffler, M., & Gordon, B. (2018). An experimental examination of activist type and effort on brand image and purchase intentions. [Journal Articles]. Sport Marketing Quarterly, 27(1), 31–43.
Gordon, B. S., & Arney, J. (2017). Investigating the negative fan behaviors of a branded collegiate basketball student section [Journal Articles]. 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. [Journal Articles]. International Journal of Business Administration, 8(3), 55–68. 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 [Journal Articles]. Sport, Business, and Management: An International Journal, 6(4), 407–423. https://doi.org/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 [Journal Articles]. International Journal of Business Administration, 7(3), 140–152. https://doi.org/10.5430/ijba.v7n3p140
Schaeperkoetter, C., Bass, J., & Gordon, B. (2015). Student-Athlete School Selection: A Family Systems Theory Approach [Journal Articles]. Journal of Intercollegiate Athletics, 8(2), 266–286. https://doi.org/10.1123/jis.2015-0003
Yoshida, M., Gordon, B. S., James, J. D., & Heere, B. (2015). Fan Community Identification: An Empirical Examination of Its Outcomes in Japanese Professional Sport [Journal Articles]. Sport Marketing Quarterly, 24(2), 105–119.
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 Articles]. Journal of Sport Management, 29(3), 318–333. https://doi.org/10.1123/jsm.2013-0306
Oja, B. D., Bass, J. R., & Gordon, B. S. (2015). Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI) [Journal Articles]. Sport Management Review, 18(4), 583–595. https://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 [Journal Articles]. 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 [Journal Articles]. 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 Articles]. 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 [Book Chapters]. In K. Kanosue (Ed.), Sport Science Series on “Active Life.” 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 [Journal Articles]. 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 Articles]. 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 [Journal Articles]. 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 Articles]. 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 [Journal Articles]. 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 [Journal Articles]. 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 Articles]. 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 [Journal Articles]. 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 [Journal Articles]. 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 [Journal Articles]. The Sport Journal, 9(1).
Oja, B., Bass, J., & Gordon, B. (accepted/in press). Identities in the Sport Workplace: Development of an instrument to measure sport employee identification [Journal Articles]. Journal of Global Sport Management, 3(4).
Gordon, B. S., Yoshida, M., Nakazawa, M., & Bass, J. R. (accepted/in press). The measurement and dimensionality of pride in the spectator sport context [Journal Articles]. Corporate Reputation Review.

» Show All Publications

Selected Grants

Student Perceptions of Institutional Support for Athletics in NCAA Division I.. Knight Commission. $2000.00. Submitted 1/1/2015 (5/1/2015 - 12/31/2015). Not-for-Profit (not Foundation). Status: Funded
Online Course Development Grant for ESS 710. University of Wisconsin – La Crosse Online Education. $3000.00. (12/31/2014). Other University. Status: Funded
Online Course Development Grant for ESS 711. University of Wisconsin – La Crosse Online Education. $3000.00. (12/31/2014). Other University. Status: Funded
Online Course Development Grant for ESS 702. University of Wisconsin – La Crosse Online Education. $3000.00. (12/31/2013). Other University. Status: Funded
Online Program Development Grant. University of Wisconsin – La Crosse Online Education. $126000.00. (12/31/2012). Other University. Status: Funded
Online Instructor Training Grant. University of Wisconsin – La Crosse. $1000.00. (12/31/2011). Other University. Status: Funded

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