04/19/11 CURRICULUM VITAE Dr. Kevin K. Byon Sport Management Program Department of Kinesiology University of Georgia 361 Ramsey Center Athens, GA, 30602-6554 Office Phone: (706) 542-4362 Email: [email protected] (Updated April 19, 2011)

EDUCATION University of Florida Gainesville, Florida Ph. D. – Health and Human Performance (Sport Management) August 2008 Minor: Research Evaluation and Measurement Dissertation: The Impact of Market Demand and Game Support Programs on Consumption Levels of Professional Team Sport Spectators as Mediated by Perceived Value Slippery Rock University of Pennsylvania Slippery Rock, Pennsylvania M.S. – Sport Management August 2004 Thesis: Analysis of Consumers' Recall and Recognition of Ambush Marketing in the 2004 NCAA Division I Men's Basketball Championship Hannam University B.A. Japanese Language and Literature

Taejeon, South Korea February 1998

PROFESSIONAL EXPERIENCE March 2011 – Present: Assistant Professor (tenure-accruing), Sport Management and Policy Program, The University of Georgia. February 2011 – Present: Adjunct Professor, Department of Tourism, Recreation and Sport Management, The University of Florida. August 2010 – February 2011: Lecturer, Sport Management and Policy Program, The University of Georgia. August 2008 – July 2010: Assistant Professor (tenure-accruing), Sport Management Program, The University of Southern Mississippi.

04/19/11 RESEARCH INTERESTS My overarching research interest lies in exploring the applicability of social psychology and consumer behavior principles within sport marketing and tourism. Pursuant to these interests, my research has focused on predicting sport consumption behavior by investigating market demand variables (core service quality), game support programs (peripheral service quality), motivation, perceived value, and behavioral loyalty in various contexts, including collegiate sport, professional sport, and adaptive athletics. I am also interested in understanding sport consumption behavior from the perspectives of sponsorship and ambush marketing effectiveness. My secondary research interest centers on understanding sport tourism consumption behavior by investigating tourism constructs, including destination image, tourism motivation, and place attachment. Finally, I enjoy contributing to faculty and student research by utilizing my expertise in research design, measurement, and statistical data analyses. PUBLICATIONS (Refereed) [*Denotes Graduate Student Author] 1. Byon, K. K., Ziemnik, M, Lam, E. T. C., & Zhang, J. J. (in press). Dimensions of Event Quality Associated with High School Football Games: Scale Development. Journal of Applied Marketing Theory. 2. Baker, T. A., & Byon, K. K. (in press). The fourth circuit’s application of the fair use doctrine in Bouchat v. Baltimore Ravens, Ltd. P’Ship. Sport Marketing Quarterly. 3. Byon, K. K., *Cottingham, M., & Carroll, M. S. (2010). Marketing Murderball: The influence of spectator motivation factors on sport consumption behaviors of wheelchair rugby spectators. International Journal of Sports Marketing and Sponsorship. 12(1), 7694. 4. Byon, K. K., & Zhang, J. J. (2010). Development of a scale measuring destination image. Marketing Intelligence & Planning, 28(4), 508-532. (Outstanding Paper Award Winner at the Emerald Literati Network Awards for Excellence 2011) 5. Byon, K. K., Zhang, J. J., & Connaughton, D. P. (2010). Dimensions of general market demand associated with professional team sports: Development of a scale. Sport Management Review, 13(2), 142-157. 6. Lee, D., Cianfrone, B., Byon, K. K., & Schoenstedt, L. (2010). Examination of the relationships among values, identification, involvement, perceived product attributes towards the purchase of team licensed merchandise. International Journal of Sport Management, 11(4), 517-540. 7. *Allen, J. T., Drane, D., & Byon, K. K., & Mohn, R. S. (2010). Sport as a vehicle for socialization and maintenance of cultural identity: International students attending American universities. Sport Management Review. 13(4), 421-434.

04/19/11 8. *Allen, J. T., Drane, D., & Byon, K. K. (2010). Gender differences in sport spectatorship among college baseball fans. International Journal of Sport Management. 11(3), 418-439. 9. Byon, K. K., & Zhang, J. J. (2009). How bad is ambush marketing? Its detrimental effect on the sponsorship of intercollegiate sports. International Journal of Sport Management, 10(3), 263-287. 10. *Allen, J. T., Byon, K. K., & Drane, D. (2009). International students’ sport spectator behavior: Socialization and cultural expression. Journal of Contemporary Athletics, 4(4), 1-19. 11. Jun, J. W., Byon, K. K., & Mueller, T. (2009). Marketing perspectives of sport events: Combined roles of sponsorship and country branding. International Journal of Sport Management, 10(2), 119-135. 12. Kim, S. H., Han, H. S., Holland, S., & Byon, K. K. (2009). Structural relationships among involvement, destination brand equity, satisfaction, and destination visit intentions. The case of Japanese outbound travelers. Journal of Vacation Marketing, 15(4), 349-365. 13. Jun, J, W., & Byon, K. K. (2006). Modeling the relationship among sport event, company brands, and country of origin. East-West Channel, 20, 81-103. 14. Byon, K. K., & Connaughton, D. P. (2006). Safety issues in self-defense classes. Journal of Florida Alliance for Health, Physical Education, Recreation, Dance, and Sport, 44(2). 10-11. BOOK 1. Byon, K. K., & Chun, J. (2006). Taekwondo. Dubuque, IW: Kendall/Hunt Publishing Company. BOOK CHAPTERS 1. Crow, B. R., & Byon, K. K., & Tsuji, Y. (in press, 2011). International sport marketing. In Li, M., Macintosh, E., & Brave, G (Ed.), International sport management (pp. ix-x). Human Kinetics. 2. Zhang, J. J., Connaughton, D. P., Byrd, C., Cianfrone, B., Byon, K. K., & Kim D. H. (2007). Formulation of a questionnaire for marketing investigations of professional basketball game attendance: A review of literature. In J. D. James (1st Ed.), Sport Marketing Across the Spectrum: Research from Emerging, Developing, and Established Scholars (pp.193-212). Morgantown, WV: FIT.

04/19/11 PUBLISHED RESEARCH PROCEEDINGS OR ABSTRACTS 1. Byon K. K., Lam E. T. C., & Zhang, J. J. (2011). Does event quality enhance team identification? Research Quarterly for Exercise & Sport, 82(1), A-78. 2. Byon, K. K. & Baker, T. A. (2011). The effect of peripheral service quality on future attendance. Research Quarterly for Exercise & Sport, 82(1), A-78. 3. Zhang, J. J., Pitts, B. G., Byon, K. K., & Byrd, C. E. (2010). Factors potentially affecting the attendance of high school state basketball tournament. The 18th EASM Conference: Bridging Sport Management across Europe – Abstract Book, 152-153. 4. Cianfrone, B. A., Pitts, B. G., Zhang, J. J., & Byon, K. K. (2010). Examining the importance and relevance of market demand factors: Theoretical and practical implications. The 18th EASM Conference: Bridging Sport Management across Europe – Abstract Book, 154. 5. Piland, S. G., Byon, K. K., Ferrara, M. S., Lee, H. R., Resch, J. R., Gould, T. E. (2010). Corroborative factorial evidence for response to a self-report concussion symptom scale (Vol. 45, pp. S-19). Journal of Athletic Training. MANUSCRIPTS UNDER REVIEW 1. Byon, K. K., Zhang, J. J., & Drane. D. (in review). Conceptualization and measurement of general game support programs associated with professional team sports. International Journal of Sports Marketing and Sponsorship. 2. Byon, K. K., & Zhang, J. J. (2nd review). The impact of market demand and game support programs on consumption levels of professional team sport spectators as mediated by perceived value. Journal of Sport Management. 3. Byon, K. K., Carroll, M. S., *Cottingham, M., Grady, J., & Allen, J. T. (in review). Examining gender differences in the effect of spectator motivation on sport consumption behaviors at collegiate wheelchair basketball games. Journal of Venue and Event Management. MANUSCRIPT IN PROGRESS 1. Byon, K. K., Zhang, J. J., & Gibson, H. (in final writing stage). Success of intercollegiate sport team on transformation of sport identification, destination image, and visit tourism behavior. To be submitted to Journal of Sport Management. 2. Byon, K. K., Mohn, R. S., & Carroll, M. S. (in final writing stage). Are sport consumers the same? Test for factorial invariance on spectator motivation between wheelchair basketball fans and basketball fans. To be submitted to Journal of Sport Management.

04/19/11 3. Byon, K. K., Mohn, R. S., & *Son, J. M. (in final writing stage). Cross-cultural difference of spectator motivation to attend baseball game between U.S. spectators and Korean spectators. To be submitted to Journal of Sport Management. 4. Byon, K. K., Hall, S., & Carroll, M. S. (in final writing stage). Development of an instrument measuring perceptions of security and safety. To be submitted to Measurement in Physical Education and Exercise Science. 4. Byon, K. K., Yu, H. S., Baker, T. A., *Hwang, I. S., & Lee, S. I. (in final writing stage). Psychometric properties of the Motivation Scale for Sport Consumption (MSSC): Professional women’s volleyball events. Measurement in Physical Education and Exercise Science. 6. Byon, K. K. (in final writing stage). The moderating effect of team identification between spectator motivation and sport consumption behaviors in adaptive sports: Case of wheelchair rugby games. To be submitted to Snport Marketing Quarterly. 7. Byon, K. K., Lam, E. T. C., Zhang, J. J., & Ziemnik, M. (in final writing stage). The influence of event quality on team identification of spectators of high school football events. To be submitted to International Journal of Sport Management. 8. Lam, E. T. C., Byon, K. K., & Zhang, J. J. (in final writing stage). Relative importance of service quality dimensions on future consumption behavior of health fitness club. To be submitted to Managing Leisure. 9. Zhang, J. J., Lam, E. T., Williamson, D., Byon, K. K., Cianfrone, B., & Lee, D. H. (in final writing stage). Dimensions of market demand affecting the attendance of intercollegiate women’s basketball conference tournament games. To be submitted to Sport Marketing Quarterly. 10. Byon, K. K., & Choi, Y. W. (writing in progress: data have been analyzed). Moderating effect of team identification on the relationship between spectator motivation and consumption behavior: Mixed martial arts spectators. To be submitted to International Journal of Sport Management and Marketing. 11. Byon, K. K., & Baker, T. A. (writing in progress: data have been analyzed). Segmenting spectators to better understand service quality attributes: Applying psychological continuum model. To be submitted to Journal of Sport Management. 12. Byon, K. K., & Allen, J. T. (writing in progress: data have been analyzed). Relationship between fan motivation and loyalty as moderated by team identification: Invariance testing across sports. To be submitted to Journal of Sport Management. 13. Byon, K. K., & Mohn, R. S. (writing in progress: data have been analyzed). Are fans and spectators different? Invariance testing approach. To be submitted to Journal of Sport Management.

04/19/11 14. Byon, K. K., *Maas, C., & Allen, J. T. (writing in progress: data have been collected). The interrelationship among travel motivation, sport identification, destination image, and visit intentions: Case of College of World Series. To be submitted to Tourism Management. 15. Byon, K. K., Lee, D., Brownie, E., & Ross, S. (data are being collected). Development of perceived value associated with spectator sports: Extension and modification of Patrick’s service-oriented perceived value scale. To be submitted to Journal of Sport Management. 16. Piland, S. G., Byon, K. K., Ferrara, M. S., *Lee, H. R., Resch, J. E., Brown, C., & Gould, T. E. (writing in progress: data have been analyzed). Corroborative factorial evidence for responses to a self-report concussion symptom scale. To be submitted to Medicine and Science in Sports and Exercise. 17. Zhang, J. J., Byon, K. K., & Kim, M. K. (writing in progress: data have been analyzed). Dimensions of market demand associated professional women’s basketball games. To be submitted to Journal of Sport Management. 18. Zhang, J. J., Byon, K. K., & Kim, M. K. (writing in progress: data have been analyzed). An importance performance analysis of game support programs associated with professional women’s basketball games. To be submitted to Journal of Sport Management. 19. Baker, T. A., & Byon, K. K. (data are being collected). A mixed methods approach to understanding the perceived risk for the threat that unfit coaches pose to youth sport participants. To be submitted to Journal of Sport Management. 20. Byon, K. K., & Han, N. H. (data are being collected). Relationship between spectator motivation and loyalty moderated by socio-demographics and involvement factors: Formula 1 spectators. To be submitted to International Journal of Sports Marketing and Sponsorship. RESEARCH PRESENTATIONS [*Denotes Graduate Student Author] PRESENTATIONS SUBMITTED FOR REVIEW 1. Byon, K. K., & Zhang, J. J., Gibson, H., & Baker, T. A. (2011). Success of major collegiate sport teams on the transformation of sport identification, destination image, and sport tourism behavior. Submitted (poster) at the 2011 European Association for Sport Management Annual Conference, Madrid, Spain. 2. Baker, T. A., & Byon, K. K. (2011). An examination of the perceived risk posed by pedophilic or violent coaches to youth sport. Submitted (poster) at the 2011 European Association for Sport Management Annual Conference, Madrid, Spain.

04/19/11 PRESENTATIONS ACCEPTED: 1. *Shin, J. H., Byon, K. K., Kim, C. Y., & Baker, T. A. (2011, June). The effects of image on satisfaction and behavioral intentions of spectators of Women’s Korea Football League. Submitted (poster presentation) at the 2011 North American Society for Sport Management, London, Ontario. INTERNATIONAL / NATIONAL RESEARCH PRESENTATIONS 1. Byon, K. K., *Maas, C., Baker, T. A., & Allen, J. T. (2011, April). The effects of service quality and satisfaction on behavioral intentions of active tourists to the College World Series. Submitted (poster presentation) at the 2011 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 2. Byon, K. K., Carroll, M. S., *Cottingham, M., Grady, J., & Allen, J. T. (2011, April). The effect of spectator motivation on repatronage intentions at collegiate wheelchair basketball games: Gender differences. Submitted (poster presentation) at the 2011 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 3. *Rappole, J., Baker, T. A., & Byon, K. K. (2011, April). Equal protection: Why quotas should not be applied to educational opportunities. Submitted (oral presentation) at the 2011 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 4. Byon, K. K., Lam, E. T. C., Zhang, J. J., & Ziemnik, M. (2011, March). Does event quality enhance team identification? Accepted for oral presentation at 2011 American Alliance for Health, Physical Education, Recreation, and Dance Convention, San Diego, California. 5. Byon, K. K. & Baker, T. A. (2011, March). The effect of peripheral service quality on future attendance. Accepted for poster presentation at 2011 American Alliance for Health, Physical Education, Recreation, and Dance Convention, San Diego, California. 6. Byon, K. K., & Zhang, J. J. (2010, March). The influence of core service quality and peripheral service quality on behavioral intentions: Mediating effect of perceived value. Submitted (oral presentation) at the 2011 Association of Marketing Theory and Practice, Panama City, Florida. 7. *Rappole, J., Baker, T. A., & Byon, K. K. (2010, March). Title IX for men’s non-revenue sports: A narrowly tailored approach. Submitted for oral presentation at the 2011 Sport and Recreation Law Association national conference. Savannah, Georgia. 8. Allen, J. T., & Byon, K. K. (2010, November). Adaptation and maintenance of cultural identity through sport: International students participating in campus recreational sport. Accepted for oral presentation at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina.

04/19/11 9. *Thomas, C., Baker, T. A., & Byon, K. K. (2010, November). Franchise relocation restrictions of sports leagues according to the rule of reason. Accepted for poster presentation at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 10. Dick, R., Crow, R. B., Byon, K. K., & Titlebaum, P. (2010, October). The effect of the recession on the National Basketball Association: Marketing techniques perspective. Presented (poster) at the 2010 Sport Marketing Association Conference, New Orleans, Louisiana. 11. Zhang, J. J., Pitts, B. G., Byon, K. K., & Byrd, C. E. (2010, September). Factors potentially affecting the attendance of high school state basketball tournament. Presented (symposium) at the 2010 European Association for Sport Management Annual Conference, Prague, Czech Republic. 12. Cianfrone, B. A., Pitts, B. G., Zhang, J. J., & Byon, K. K. (2010, September). Examining the importance and relevance of market demand factors: Theoretical and practical implications. Presented (symposium) at the 2010 European Association for Sport Management Annual Conference, Prague, Czech Republic. 13. Piland, S. G., Byon, K. K., Ferrara, M. S., *Lee, H. R., Resch, J. E., Brown, C., & Gould, T. E. (2010, June). Corroborative factorial evidence for responses to a self-report concussion symptom scale. Presented (oral presentation) at the 2010 National Athletic Trainers Association Annual Meeting, Philadelphia, Pennsylvania. 14. Byon, K. K., *Cottingham, M., Mohn, R. S., Grady, J., & Carroll, M. S. (2010, June). Are sport consumers the same? Test for factorial invariance on spectator motivation between wheelchair basketball fans and basketball fans. Presented (oral presentation) at the 2010 North American Society for Sport Management Conference, Tampa, Florida. 15. Carroll, M. S., Byon, K. K., & Connaughton, D. P. (2010, June). Development of a scale to measure perceived risk in collegiate spectator sport. Presented (oral presentation) Accepted for oral presentation at the 2010 North American Society for Sport Management Conference, Tampa, Florida. 16. *Allen, J. T., Byon, K. K., & Drane, D. (2010, April). International students’ sport spectatorship and media consumption. Presented (poster presentation) at the 2010 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 17. Carroll, M. S., & Byon, K. K. (2010, March). Liability and risk associated with crowd management at collegiate arenas and stadiums. Presented (poster presentation) at the 2010 Scholarly Conference on College Sport, Chapel Hill, North Carolina.

04/19/11 18. Byon, K. K., Ziemnik, M, Lam, E. T. C., & Zhang, J. J. (2010, March). Dimensions of Event Quality Associated with High School Football Games: Scale Development. Presented (oral presentation) at the 2010 Association of Marketing Theory and Practice, Hilton Head, South Carolina. 19. Connaughton, D. P., Carroll, M. S., & Byon, K. K. (2010, March). Liability and risk management associated with bullying in sports. Presented (poster presentation) at 2010 American Alliance for Health, Physical Education, Recreation, and Dance Convention, Indianapolis, Indiana. 20. Carroll, M. S., & Byon, K. K. (2010, March). Coaches on trial: Commonwealth of Kentucky v. Stinson and implications for sport organizations and practitioners. Presented (oral presentation) at the 2010 Sport and Recreation Law Association national conference. Albuquerque, New Mexico. 21. Byon, K. K., Zhang, J. J., & Choi, Y. W. (2009, December). Understanding sport tourist consumption behavior through examining destination image. Presented (oral presentation) at the 2009 Academy of Business Administration, Cancun, Mexico. 22. Byon, K. K., & *Cottingham, M. (2009, December). Relative influence of spectator motivation factors on sport consumption behaviors: Wheelchair rugby event. Presented (oral presentation) at the 2009 Academy of Business Administration, Cancun, Mexico. 23. Byon, K. K., *Cottingham, M., Grady, J., Mohn, R. S., & Carroll, M. S. (2009, November). A search for new customers: The effect of spectator motives on sport consumption behavior in wheelchair basketball events. Presented (oral presentation) at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 24. Baker, T. A., Byon, K. K., & Won, D. (2009, November). Do the protective measures taken by youth sport organizations in Georgia protect participants from dangerously unfit coaches, officials, and administrators? Presented (poster presentation) at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 25. Carroll, M. S., Byon, K. K., & Ko, Y. J. (2009, November). A conceptual framework of the multi-dimensional nature of perceived risk. Presented (oral presentation) at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 26. Byon, K. K., Zhang, J. J., & Drane. D. (2009, October). Conceptualization and Measurement of General Game Support Programs Associated with Professional Team Sports. Presented (oral presentation) at the 2009 Sport Marketing Association Conference, Cleveland, Ohio. 27. Byon, K. K., Zhang, J. J., Connaughton, D., & Ko, Y. J. (2009, May). Dimension of general market demand associated with professional team sports: Development of a scale. Presented (oral presentation) at the 2009 North American Society for Sport Management Conference, Columbia, South Carolina.

04/19/11 28. Lee, D., Cianfrone, B., Byon, K. K., & Schoenstedt, L. (2009, May). An Empirical Examination of the Licensed Team Merchandise Model. Presented (poster presentation) at the 2009 North American Society for Sport Management Conference, Columbia, South Carolina. 29. *Allen, J. T., Drane, D., & Byon, K. K. (2009, May). Conceptualization of the international students sport participation scale. Presented (poster presentation) at the 2009 North American Society for Sport Management Conference, Columbia, South Carolina. 30. Byon, K. K., Drane, D., *Allen, J. T., & Carroll, M. (2009, April). Differential Effects of Various Spectator Motives on Fan Loyalty. Presented (poster presentation) at the 2009 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 31. *Allen, J. T., Drane, D., & Byon, K. K. (2009, April). Psychological motives for attending college baseball games: Scale development and confirmatory factor analysis. Presented (oral presentation) at the 2009 Scholarly Conference on College Sport, Chapel Hill, North Carolina. 32. Byon, K. K., & Zhang, J. J. (2008, November). Official sponsors or ambush marketers? Their differential effects on cognitive and conative consumption in the context of intercollegiate sports. Presented (poster presentation) at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 33. Byon, K. K., Jun, J. W., & Mueller, T. (2008, November). Reciprocal spillover effects: The influence of sponsoring mega-events on country branding. Presented (poster presentation) at the Sport Entertainment and Venues Tomorrow. Columbia, South Carolina. 34. Lee, D., Cianfrone, B., & Byon, K. K. (2008, June). A conceptual framework of the relationship among values, team identification, product involvement, perceived value, and consumption of team licensed merchandise. Presented (oral presentation) at the 2008 Sport Marketing Association Conference, Gold Coast, Australia. 35. Byrd, C. E., Zhang, J. J., Byon, K. K., Cianfrone, B. A., & Williamson, D. P. (2008, June). Marketing intercollegiate women’s basketball conference tournament games: A market demand perspective. Presented (poster presentation) at the 2008 Sport Marketing Association Conference, Gold Coast, Australia. 36. Byon, K. K., Zhang, J. J., & Ko, Y. J. (2008, June). Dimensions of destination image: Development of a scale. Presented (oral presentation) at the 2008 North American Society for Sport Management Annual Conference, Toronto. 37. Byon, K. K., Zhang, J. J., & Ko, Y. J. (2008, June). Development of a scale measuring event sport tourism intentions (ESTIS). Presented (oral presentation) at the 2008 North American Society for Sport Management Annual Conference, Toronto.

04/19/11 38. Byon, K. K., & Zhang, J. J. (2008, March). How bad is ambush marketing? Its detrimental effect on the sponsorship of intercollegiate sports. Presented (oral presentation) at the 2008 Association of Collegiate Marketing Educators Federation of Business Disciplines. Houston, Texas. 39. Byon, K. K., & Zhang, J. J. (2008, March). Concept and strategies of ambush marketing. Presented (oral presentation) at the 2008 Association of Collegiate Marketing Educators Federation of Business Disciplines. Houston, Texas. 40. Byon, K. K., & Zhang, J. J. (2008, March). Recent studies on ambush marketing. Presented (oral presentation) at the 2008 Association of Collegiate Marketing Educators Federation of Business Disciplines. Houston, Texas. 41. Byon, K. K., Zhang, J. J., & Kim, M. (2008, March). Examining the detrimental effect of ambush marketing. Presented (oral presentation) at the 2008 Association of Collegiate Marketing Educators Federation of Business Disciplines. Houston, Texas. 42. Kim, D. H., Byon, K. K., Zhang, J. J., Mitchell, J., Kim, M., & Connaughton, D. P. (2006, November). Factor affecting the market demand of the intercollegiate women’s basketball games: A case study. Presented (oral presentation) at the 2006 The International Conference on Sport & Entertainment Business. Columbia, South Carolina. 43. Zhang, J. J., Connaughton, D., Byrd, C., Cianfrone, B., Byon, K. K., & Kim, D. H. (2006, November). Formulation of a questionnaire for marketing investigations of professional basketball game attendance: A review of literature. Presented (poster) at the 2006 Sport Marketing Association Conference. Denver. Colorado. 44. Zhang, J. J., Connaughton, D. P., Byon, K. K., & Kim, D. H. (2006, October). Entertainment options, interests in professional sports, and professional sport consumption. Presented (poster) at the 2006 World Leisure Congress. Hangzhou, China. 45. Byon, K. K., Zhang, J. J., Connaughton, D. P., Fleming, D. S., Carroll, M., Byrd, C. E., Cianfrone, B. A., Kim, D. H., & Harrolle, M. (2006, May). Satisfaction toward the quality of after school enrichment programs: The perspective of youth participants. Presented (oral presentation) at the 2006 North American Society for Sport Management Annual Conference, Kansas. 46. Williamson, D. P., Zhang, J. J., Braunstein, J. R., Cianfrone, B. A., Byon, K. K., Kim, D. H., & Connaughton, D. P. (2006, May). Market demand variables associated with an intercollegiate women’s basketball conference tournament. Presented (oral presentation) at the 2006 North American Society for Sport Management Annual Conference, Kansas. 47. Byon, K. K., & Zhang, J. J. (2005, November). Novel effects of previous use of brands and viewing frequency on sponsorship effectiveness of televised NCAA football and basketball tournament games. Presented (oral presentation) at the 2005 Sport Marketing Association Conference. Tempe. Arizona.

04/19/11 48. Byon, K. K., Crow, B. R., Ammon, R., Higgs, C., & Zhang, J. J. (2005, November). Effectiveness of ambush marketing: Consumers’ recall, recognition, and purchase intention of brands during the NCAA men’s basketball March madness. Presented (oral presentation) at the 2005 Sport Marketing Association Conference. Tempe. Arizona. REGIONAL RESEARCH PRESENTATIONS 1. *Cottingham, M., Byon, K. K., Phillips, D., & Drane, D. (2010, April). The mediating impact of team identification on the relationship between motive and re-patronage intentions: Case of wheelchair rugby event. Presented (oral presentation) at the 2010 6th Annual Southern Sport Management Conference, Troy, Alabama. 2. Byon, K. K., Drane, D., & *Allen, J. T. (2009, April). Explanatory power of spectator motives on multi-dimensional loyalty constructs. Presented (poster presentation) at the 2009 5th Annual Southern Sport Management Conference, Troy, Alabama. 3. *Allen, J., Drane, D., & Byon, K. K. (2009, March). Psychological motives for attending college baseball games: Scale development and confirmatory factor analysis. Presented (oral presentation) at the University of Southern Mississippi 2009 Graduate Student Research Symposium, Hattiesburg, Mississippi. 4. *Ingram, A., Byon, K. K., & Drane, D. (2009, March). Motivation of college students to attend college sport events. Presented (oral presentation) at the University of Southern Mississippi 2009 Graduate Student Research Symposium, Hattiesburg, Mississippi. 5. *Allen, J., Drane, D., & Byon, K. K. (2009, March). Gender differences in sports spectatorship among college baseball fans. Presented (oral presentation) at the University of Southern Mississippi 2009 Graduate Student Research Symposium, Hattiesburg, Mississippi. INVITED PRESENTATION 1. Byon, K. K. (2010, June). Current trends in statistical analyses of sport marketing research. Presented (oral) at the Advanced Statistics Summer Workshop. Sookmyung Women’s University. Seoul, Korea. 2. Byon, K. K. (2009, April). Development of a scale measuring general market demand associated with professional team sports. Presented (oral) at the College of Heath Faculty and Student Research Presentations Spring 2009. Hattiesburg, Mississippi.

04/19/11 FUNDED GRANT (CONTRACT) PROPOSAL [*Denotes Graduate Student Author] Funded 1. Principal Investigator: Dr. Thomas A. Baker. Co-Principal Investigator: Dr. Kevin K. Byon. 2010-2011 21st Century Community Learning Centers Administrative Project I, The University of Florida. Total $10,000 (Direct Cost - $9,091, Indirect Cost - $ 909). 2. Principal Investigator: Dr. Kevin K. Byon. Co-Principal Investigator: Dr. Thomas A. Baker. 2010-2011 21st Century Community Learning Centers Administrative Project II, The University of Florida. Total $10,000 (Direct Cost - $9,091, Indirect Cost - $ 909). 3. Principal Investigator: Kevin K. Byon. Co-Principal Investigators: Dr. James J. Zhang. Success of intercollegiate sport team on transformation of sport identification, destination image, and visit tourism conation. Alachua County Visitors and Convention Bureau. Total $5,000 (Direct Cost - $5,000). Unfunded 1. Principal Investigator: Dr. Kevin K. Byon. Co-Principal Investigators: Dr. Thomas A. Baker. Relationship between Spectator Motivation and Sport Consumption by Levels of Team Identification. Research Consortium, Early Career Investigator. American Alliance for Health, Physical Education, Recreation, and Dance (AAHPERD). Total $7,499 (Unfunded). 2.

Principal Investigator: Dr. Dan Drane. Co-Principal Investigators: Dr. Kevin K. Byon, and Dr. Mellisa Murray. International Sports Programming Initiative. United State Department of State Bureau of Educational and Cultural Affairs. Total $386,167 (Unfunded).

3.

Principal Investigator: Dr. Kevin K. Byon. Co-Principal Investigators: *Michael Cottingham II and Dr. Dan Drane. Finding the Wheelchair Tennis Consumer: A Qualitative Study on Consumer Behavior of Prospective Wheelchair Tennis Fans. United States Tennis Association. Total $3,504.77 (Unfunded).

4. Principal Investigator: Kevin K. Byon. (2008). Development of a scale for assessing perceived value of professional sports. School of Human Performance & Recreation at University of Southern Mississippi (summer faculty research grant). Total Funding: Full 3 courses equivalent. (Unfunded). TECHNICAL RESEARCH REPORT [*Denotes Graduate Student Author] 1. *Larson, D. J., & Byon, K. K. (2010). USA cycling 2010 membership analysis. USA Cycling Association.

04/19/11 2. *Cottingham, M., & Byon, K. K. (2009). Determining the marketing potential, attendance, and re-patronage intentions of fans attending the 2009 Mile High Massacre. Submitted to The Denver Harlequins. 3. Byon, K. K. & Zhang, J. J. (2008). Executive report: Success of intercollegiate sport team on transformation of sport identification, destination image, and visit tourism behavior. Alachua County Visitor’s and Convention Bureau. 4. Kim, M., Byon, K. K., & Kim, M. (2008). Influence of work status on organizational commitment and sport identity of university athletic department workers. University of Florida Athletic Department. TEACHING ACTIVITIES AND COURSES TAUGHT University of Georgia

Athens, Georgia

KINS 3430: Sport Business Practices (Undergraduate) KINS 3560: Contemporary Issues in Sport Management (Undergraduate) KINS 4000: Directed Study in Kinesiology (Undergraduate) KINS 5140: Current Problems in Kinesiology (Sport Marketing: Undergraduate) KINS 7200: Administration of Sport (Graduate) KINS 7280: Sport Marketing (Graduate) University of Southern Mississippi

Hattiesburg, Mississippi

HPR 715: Sport Marketing and Public Relations (Graduate) HPR 630: Socio-Ethical Issues in Sport (Graduate) HPR 441: Practicum (Undergraduate) HPR 410: Introduction to Sport Marketing (Undergraduate) HPR 405: Governing Agencies in Sport (Undergraduate) HPR 203: Introduction to Sport Management (Undergraduate) University of Florida

Gainesville, Florida

SPM 2000C: Introduction to Sport Management (Undergraduate) PEL 2930: Taekwondo (Undergraduate) PEM 1131: Weight Training I (Undergraduate) GUEST LECTURER  

Athens, Georgia KINS 2010 – Introduction to Kinesiology (Undergraduate Course) taught by Dr. Patrick O’Connor “Sport Consumer Behavior” (Fall 2010). Hattiesburg, Mississippi HPR 682 – Research Methods and Statistics in Sport Management (Graduate Course) taught by Dr. Daniel Drane “How to write a journal article” (Fall 2009).

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HLP 630 – Socio-Ethical Issues in Sport (Graduate Course) taught by Dr. Michael Carroll “How to write a literature review” (Fall 2009). Gainesville, Florida HLP 6535 – Research Methods in Sport Management (Graduate Course) taught by Dr. Yong Jae Ko “How to read a journal article” & “How to conduct a literature review” (Fall 2007). LEI 3832 – Special Events and Meeting Planning (Undergraduate Course) taught by Soo Hyun Jun “How to Bridge the Gap between Sport Management and Sport Tourism” (Summer 2007). PEL 6479 – Management and Leadership in Sport (Graduate Course) taught by Dr. James Zhang “How to Summarize Research Article” (Fall 2006).

HONORS AND ACHIEVEMENTS Listed in the Cambridge Who’s Who among Executives and Professionals

2010

College of Health Emerging Scholar Faculty Award

2009

SERVICES University of Georgia Doctoral Graduate Students Supervised (Chair): Alyssa Ferguson (2012, expected: Chair) Doctoral Graduate Students Supervised (Co-Chair): Cyntrice Thomas (2011, expected: Co-Chair) Jesse Rappole (2013, expected: Co-Chair) Kipchumba C. Byron (2014, expected: Co-Chair) Doctoral Graduate Students (Committee):

Master’s Thesis (Chair): None Master’s Thesis (Committee): Ming-shen Ho (University of Florida, 2012, expected) University of Southern Mississippi Doctoral Graduate Students (Committee): James T. Allen (Ph.D., 2009, Nebraska Wesleyan University; start date in August 2009)

04/19/11 Dissertation Title: Sport as a vehicle for socialization and maintenance of cultural identity: International students attending American universities. Department Committees: University of Georgia Sport Management Search Committee (Open Rank), Spring 2011 Committee to Review the Kindig Research Award, Spring 2011 Sport Management Search Committee (Assistant/Associate Professor), Spring 2011 University of Southern Mississippi Sport Management Search Committee (Assistant Professor), Fall 2008. EDITOR OF SCHOLARLY JOURNAL, SERVICE ON AN EDITORIAL ADVISORY BOARD OR REVIEWER FOR A SCHOLARLY JOURNAL A. Editor/Editorial Board Sport Management Section Editor - Measurement in Physical Education and Exercise Science (2010-present) Editorial Board Member - International Journal of Sport Management, Recreation & Tourism (2010-present) B. Manuscript Reviewer 2011 International Journal of Sport Management and Marketing (1 manuscript reviewed) 2011 Measurement in Physical Education and Exercise Science (3 manuscripts reviewed) 2011 International Journal of Sport Management, Recreation & Tourism (1 manuscript reviewed) 2010 International Journal of Sport Management, Recreation & Tourism (1 manuscript reviewed) 2010 Measurement in Physical Education and Exercise Science (6 manuscripts reviewed) 2010 Journal of Applied Marketing Theory (1 manuscript reviewed) 2010 Journal of Contemporary Athletics (1 manuscript reviewed) 2010 Sport Management Review (3 manuscripts reviewed) 2009 Sport Management Review (1 manuscript reviewed)

04/19/11 C. Conference Presentation/Textbook Reviewer 2011 North American Society for Sport Management Conference

(6 submissions reviewed)

2011 American Alliance for Health, Physical Education, Recreation and Dance Research Consortium (6 submissions reviewed) 2010 American Alliance for Health, Physical Education, Recreation and Dance Research Consortium (8 submissions reviewed) Textbook Reviewer for Holcomb Hathaway Publishers (Social Media in Sport Marketing) Member, Sport Marketing Association Conference Student Research Competition Judging Committee (2009)

PROFESSIONAL SERVICES (INDUSTRY) International Wheelchair Rugby Federation (IWRF) Marketing and Sponsorship Committee (2011-Present) PROFESSIONAL AFFILIATIONS North American Society for Sport Management (NASSM)

2002 - present

Sport Marketing Association (SMA)

2005 - present

American Alliance for Health, Physical Education, Recreation and Dance (AAPHERD) 2009 - present Association of Marketing Theory and Practice (AMTP) 2009 - present Association of Business Administration (ABA) 2009 - present Association of Collegiate Marketing Educators (ACME) Federation of Business 2008 - 2009 PROFESSIONAL SERVICE ACTIVITIES Research Symposium - Association of Collegiate Marketing Educators Federation of Business:  Section Presider. “A New Media Market: An Examination of Sport Video Games and Online Gaming.” ACME Annual Conference. Houston, TX (2008).  Section Presider. “A Theoretical Look at Motivations to Play Sport Video Games.” ACME Annual Conference. Houston, TX (2008).  Section Presider. “Video Game Sponsorships and In-Game Advertising: A Review of Literature.” ACME Annual Conference. Houston, TX (2008).

04/19/11 REFERENCES Dr. James J. Zhang Professor Sport Management Program Department of Tourism, Recreation &Sport Management College of Health and Human Performance University of Florida Gainesville, FL 32611-8208 Office Tel: (352) 392-4042 ext. 1274 Business Cell: (352) 262-8999 E-mail: [email protected] Dr. Daniel P. Connaughton Associate Professor Graduate Coordinator – Sport Management Program Department of Tourism, Recreation & Sport Management University of Florida P.O. Box 118208 Gainesville, FL 32611 (352) 392-4042 ext. 1296 E-mail: [email protected] Dr. R. Brian Crow Associate Professor Graduate Coordinator Department of Sport Management Program Slippery Rock University 227 West Gym Slippery Rock, PA, 16057 (724) 738-2392 E-mail: [email protected] Dr. Dennis Phillips Associate Professor Sport Management Program University of Southern Mississippi 118 College Drive, #5142 Hattiesburg, MS, 39406 (601) 266-5578 E-mail: [email protected]