Indoor Sport Facility Feasibility Study: Assessment, Value and Demand, Mark Lyberger, Laurence M. McCarthy, Brian H. Yim
Association of Marketing Theory and Practice Proceedings 2018

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