Brian S. Gordon

Brian Gordon
  • Professor
  • Program Director, Online Master’s Program - Sport Management
  • School of Education and Human Sciences, Department of Health, Sport & Exercise Sciences

Contact Info

Robinson Center 146C-1

Biography —

Brian S. Gordon, Ph.D. is a Professor in the Health, Sport, and Exercise Sciences Department in the area of Sport Management. Dr. Gordon has been a faculty member at the University of Kansas since 2015. 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 Master’s 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 retro marketing in sport, brand management of sport organizations, and strategic sport marketing management.

Education —

Ph.D. in Sport Management, Florida State University, 2010
M.S. in Sport Management, Southern Illinois University, 2006
B.A. in History/Pre-Law, Eastern Illinois University, 2003

Research —

Dr. Gordon's line of research lies within sport marketing focusing on consumer behavior/psychology, retro marketing, and brand management. Specifically, Dr. Gordon's contributions have furthered our understanding of fan engagement, retro marketing, sport consumer-based brand equity, and fan well-being. Dr. Gordon's research has applied and extended theories such as social identity theory, engagement theory, nostalgia, and brand equity.

Research interests:

  • Brand management
  • Retro Marketing
  • Fan engagement
  • Nostalgia

Teaching —

HSES 492 Athlete and Personal Branding.

HSES 486/842 Sport Marketing.

HSES 885 Sport Sponsorship. 

HSES 990 Sport Marketing/Consumer Behavior/Special Topics/Sport Management Academia (doctoral seminars)

HSES 380/830 Sociocultural Dimensions of Sport.

Selected Publications —

  1. Kumai, T. Yoshida, M., Inoue, Y., Gordon, B.S., & Biscaia, R. (2024). A multidimensional scale for assessing sport fan well-being: An examination in the context of professional baseball. Managing Sport and Leisure. forthcoming.

 

  1. Yoshida, M., Biscaia, R., Ulrich, S., Gordon, B.S., Huettermann, M, & Nakazawa, M. (2024). Fan engagement behavior: Validation of a theory-based scale. Journal of Sport Management, 38(2), 133-150. https://doi.org/10.1123/jsm.2023-0075

 

  1. Scola, Z., Dwyer, B., & Gordon, B.S. (2023). Time will tell: Examining the role of nostalgia in retro sport merchandise purchase decisions. Sport, Business, and Management: An International Journal, 13(5), 548-562.

 

  1. Statz, K., Schmult, J., Bogina, A., & Gordon, B.S. (2023). Salute to service or to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign. International Journal of Sports Marketing and Sponsorship.

 

  1. Scola, Z., Gordon, B.S., & Dwyer, B. (2022). Examining retro merchandise consumers in sport: Who prefers throwback merchandise and why? Journal of Applied Sport Management, 14(3), 20-29.

 

  1. Taniyev, O., Meyer, K.C., & Gordon, B.S. (2022). You can monetize it: Exploring athlete marketing practices with industry professionals. Journal of Applied Sport Management, 14(2), 23-33.

 

  1. Bogina, A., Feng, A., Connor, B., & Gordon, B.S. (2022). Navigating sport sponsorships: A new direction post-COVID 19. International Journal of Sport Management, 22(4), 233-255.

 

  1. Christian, R., Sarofim, S., Gordon, B.S., & Bobkowski, P. (2022). You’re getting warmer: Examining a “warmth effect” for sport brands in CRM. Journal of Consumer Marketing, 39(5), 550-562.

 

  1. Statz, K., Delia, L., & Gordon, B.S. (2022). Identification in sport and religion: Exploring the overlap between two group identities. Sport Marketing Quarterly, 31(2), 89-100.

 

  1. Taniyev, O. & Gordon, B.S. (2022). Lead by example: An exploration of the athlete brand as a role model. Sport Marketing Quarterly, 31(1).

 

  1. Oja, B., Gordon, B.S., & Hazzaa, R. (2022). Navigating psychological membership in sport organizations: Exploring sport employees’ identities. Journal of Applied Sport Psychology. DOI: 10.1080/10413200.2021.2021563

 

  1. Taniyev, O., & Gordon, B.S. (2021). Making old cool: An examination of retro branding in sport. Global Sport Business Journal, 9, 39-58.

 

  1. Taniyev, O., & Gordon, B.S. (2021). Consumer-athlete brand relationship: A qualitative exploration of sport fans’ experiences. International Journal of Business Administration, 12(3), 86-97.

 

  1. Bogina, A., & Gordon, B.S. (2021). Investigating student-donor memberships within collegiate athletics. Journal of Amateur Sport, 7(2), 91-118.

 

  1. Gordon, B.S., Yoshida, M., Nakazawa, M., & Bass, J.R. (2021). The role of pride feelings in the team and fan community identification processes: An empirical examination . Corporate Reputation Review, 24(2), 76-94. https://doi.org/10.1057/s41299-019-00092-y.

 

  1. Yoshida, M., Gordon, B.S., & James, J.D. (2021). Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification. Journal of Brand Management, 28, 481-494.

 

  1. Stensland, P., Scola, Z., & Gordon, B.S. (2021). Exploring out-of-market fans in an NFL fan club. Global Sport Business Journal, 8(1), 105-123.

 

  1. Yoshida, M., Gordon, B.S., Nakazawa, M., & Yoshioka, N. (2021). An integrated model for stadium atmosphere and stadium attachment: An empirical test in two baseball stadium contexts. Sport Marketing Quarterly, 30(2), 95-110.

 

  1. Scola, Z., Wilkerson, Z., & Gordon, B.S. (2021). Perspectives on native American imagery from students at a premier tribal university. Journal of Amateur Sport, 7(2), 67-90.

 

Grants & Other Funded Activity —

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