Kevin K Byon
Dados Biográficos
| ID | 2772428 |
|---|---|
| NOME | Kevin K Byon |
| PRENOMES | Kevin K |
| SOBRENOME | Byon |
| ASSINATURA | BYON K K |
| AFILIAÇÕES | Indiana University Bloomington |
| ORCID | 0000-0003-1840-3492 |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 12 |
| TOTAL DE CITAÇÕES | 8 |
| TOTAL COMO AUTOR | 12 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2013 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2025 |
| ÍNDICE H | 2 |
Transformational leadership and perceived performance of taekwondo athletes
Transformational leadership has received considerable research attention across various contexts. However, further investigation of this leadership style is required within the unique context of university taekwondo teams. This study investigated the effect of transformational leadership on leader trust and perceived performance within university taekwondo teams in South Korea. Analysis of 219 survey responses through structural equation modeling…
Marketing Analysis in Sport Business
Whilst celebrity endorsements and the use of them within marketing strategies has seen a wealth of research in recent years, there is limited understanding regarding the development of microcelebrity endorsements.This paper discusses the increase in the use of social media and how organisations across the globe use this medium as part of their marketing tactics to promote their products and services.Incorporating celebrity endorsement models, an …
The show must go on
Digital and Interactive Marketing Communications in Sports
Sport communication is defined as “a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction” (Pedersen et al. 20
Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry
This study was designed to examine the moderating effects of the power-distance belief (PDB) on the relationship between employees' service failures and customers' transactional and non-transactional outcomes in a fitness center context. To test the relationships among these variables, we employed two pretests and a main experiment. In Pretest 1, a critical incident technique (CIT) was used to identify the employees' service failure situations in…
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
Antecedents of esports gameplay intention
The purpose of this study was to identify three categories (i.e., imagination, physical enactment, and sport simulation) of esports game genres and to examine the impact those genres have on the relationship that exists between antecedents and consumers’ esports gameplay intention. The hypothesized model was based on the esports consumption (ESC) model (Jang & Byon, 2020), which is grounded in the Unified Theory of Acceptance and Use of Technolog…
Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees
Critics argue that service firms should pay more attention to human resource management's psychological and voluntary aspects to contribute to overall organizational development. The purpose of this study was to investigate the effects of physical self-efficacy on the psychological well-being and organizational citizenship behavior among hotel employees and the moderating effects of leisure-time physical activity on the relationships between the …
Effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination
We aim to determine the antecedents of sport tourists’ loyalty toward both the event and destination. Data were collected from both the 2017 Chinese Grand Prix (n = 361) and the 2017 U.S. Grand Prix (n = 351). Then, the data were analyzed by using confirmatory factor analysis and structural equation modeling. The results showed the image associated with the hosting destination and the event is positively related to the sport tourists’ attachment …
Millennial consumers' perception of sportswear brand globalness impacts purchase intention in cause-related product marketing
Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students ( N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-age…
Golf Product Advertising Value, Attitude Toward Advertising and Brand, and Purchase Intention
We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample ( N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude to…
Social motivations and consumption behavior of spectators attending a Formula one motor-racing event
Our purpose was to examine the relationship between spectator social motivations and sport consumption behavior in the context of Formula One (F-1) motor-racing events. Respondents were spectators who attended 3 F-1 races held in Shanghai, China. Through a structural equation modeling analysis, we found that achievement seeking and salubrious effects were motivating factors related to repurchase intentions. Achievement seeking, entertainment, and…
Effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination
We aim to determine the antecedents of sport tourists’ loyalty toward both the event and destination. Data were collected from both the 2017 Chinese Grand Prix (n = 361) and the 2017 U.S. Grand Prix (n = 351). Then, the data were analyzed by using confirmatory factor analysis and structural equation modeling. The results showed the image associated with the hosting destination and the event is positively related to the sport tourists’ attachment …
The show must go on
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
Social motivations and consumption behavior of spectators attending a Formula one motor-racing event
Our purpose was to examine the relationship between spectator social motivations and sport consumption behavior in the context of Formula One (F-1) motor-racing events. Respondents were spectators who attended 3 F-1 races held in Shanghai, China. Through a structural equation modeling analysis, we found that achievement seeking and salubrious effects were motivating factors related to repurchase intentions. Achievement seeking, entertainment, and…
Golf Product Advertising Value, Attitude Toward Advertising and Brand, and Purchase Intention
We examined the structural relationships among the variables of advertising value, attitude toward advertising, attitude toward the brand, and purchase intention in the context of golf products. The sample ( N = 357) comprised members of 6 golf ranges in 2 major provinces in Korea. Structural equation modeling results supported all hypothesized direct associations except that for the advertising value component of irritation. Further, attitude to…
Millennial consumers' perception of sportswear brand globalness impacts purchase intention in cause-related product marketing
Our purpose in this study was to examine the structural relationships among the perceptions of college-aged millennials of brand globalness, brand–cause fit, firm motive, and purchase intention in regard to cause-related marketing (CRM) of a product in the sportswear industry. A convenience sample of college students ( N = 382) at two universities in a metropolitan city of South Korea participated in the study. Results showed that the college-age…
Effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination
We aim to determine the antecedents of sport tourists’ loyalty toward both the event and destination. Data were collected from both the 2017 Chinese Grand Prix (n = 361) and the 2017 U.S. Grand Prix (n = 351). Then, the data were analyzed by using confirmatory factor analysis and structural equation modeling. The results showed the image associated with the hosting destination and the event is positively related to the sport tourists’ attachment …
Antecedents of esports gameplay intention
The purpose of this study was to identify three categories (i.e., imagination, physical enactment, and sport simulation) of esports game genres and to examine the impact those genres have on the relationship that exists between antecedents and consumers’ esports gameplay intention. The hypothesized model was based on the esports consumption (ESC) model (Jang & Byon, 2020), which is grounded in the Unified Theory of Acceptance and Use of Technolog…
Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees
Critics argue that service firms should pay more attention to human resource management's psychological and voluntary aspects to contribute to overall organizational development. The purpose of this study was to investigate the effects of physical self-efficacy on the psychological well-being and organizational citizenship behavior among hotel employees and the moderating effects of leisure-time physical activity on the relationships between the …
Digital and Interactive Marketing Communications in Sports
Sport communication is defined as “a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction” (Pedersen et al. 20
Moderating Effect of the Power–Distance Belief on the Relationship between Employees’ Service Failures and Customers’ Behavioral Outcomes in the Sport Service Industry
This study was designed to examine the moderating effects of the power-distance belief (PDB) on the relationship between employees' service failures and customers' transactional and non-transactional outcomes in a fitness center context. To test the relationships among these variables, we employed two pretests and a main experiment. In Pretest 1, a critical incident technique (CIT) was used to identify the employees' service failure situations in…
Clustering Esports Gameplay Consumers via Game Experiences
This study focuses on "game experiences" in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewi…
Marketing Analysis in Sport Business
Whilst celebrity endorsements and the use of them within marketing strategies has seen a wealth of research in recent years, there is limited understanding regarding the development of microcelebrity endorsements.This paper discusses the increase in the use of social media and how organisations across the globe use this medium as part of their marketing tactics to promote their products and services.Incorporating celebrity endorsement models, an …
The show must go on
Transformational leadership and perceived performance of taekwondo athletes
Transformational leadership has received considerable research attention across various contexts. However, further investigation of this leadership style is required within the unique context of university taekwondo teams. This study investigated the effect of transformational leadership on leader trust and perceived performance within university taekwondo teams in South Korea. Analysis of 219 survey responses through structural equation modeling…
Psychology (11 obras) · Business (7 obras) · Advertising (6 obras) · Marketing (6 obras) · Digital Marketing and Social Media (5 obras) · Social Psychology (5 obras) · Social Psychology (5 obras) · Structural equation modeling (5 obras) · Applied Psychology (4 obras) · Applied Psychology (4 obras)