Examining Inter-Relationship among Atmospherics, Emotion, and Behavioral Intention: Moderating Effects of Level of Team Identification and Gender, William W. Jang, Brian H. Yim, Kevin K. Byon
Association of Marketing Theory and Practice Proceedings 2015

Is Emotion Stable for Sport Fans? Structural Relationship among Positive Emotion, Negative Emotion, Game Satisfaction, Service Satisfaction, and Sport Consumption: Moderating Roles of Team Identification and Performance Priming, Brian H. Yim, Kevin K. Byon
Association of Marketing Theory and Practice Proceedings 2015

Structural Relationship among Loss Aversion, Emotion, and Sport Consumption: The Case of NCAA Men’s Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker
Association of Marketing Theory and Practice Proceedings 2014

The Impact of Multi-Dimensional Sport Service Quality on Game Attendance Associated with Professional Sports: A Case of Major League Baseball Spectator, Kevin K. Byon, Younghwan Choi, Brian H. Yim
Association of Marketing Theory and Practice Proceedings 2014

Influence of Social Motivations on Spectator Consumption Behavior of a Formula One Grand Prix Event, Kevin K. Byon, Suk-kyu Kim, Jae-gu Yu, James J. Zhang, Chong Kim
Association of Marketing Theory and Practice Proceedings 2013

Effectiveness of Green Olympic Initiatives on Reasons Affecting Residents’ Actions to Support the Olympic Movement, Liyan Jin, Kevin K. Byon, James J. Zhang, Neil Xindong Ma, Daniel P. Connaughton
Association of Marketing Theory and Practice Proceedings 2013

The Influence of Core Service Quality and Peripheral Service Quality on Behavioral Intentions: Mediating Effect of Perceived Value, Kevin K. Byon, James J. Zhang
Association of Marketing Theory and Practice Proceedings 2011

Dimensions of Event Quality Associated with High School Football Games: Scale Development, Kevin K. Byon, Matthew Ziemnik, Eddie Lam, James J. Zhang
Association of Marketing Theory and Practice Proceedings 2010