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brian v. larson, associate professor, school of business administration

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Brian V. Larson PhD


  • PhD Marketing 1999

    Oklahoma State University (OK)

  • MKT 300 Marketing Principles

  • SMGT 340 Sport Sales and Marketing

  • MKT 300 Marketing Principles

My current research interests include assessing complex sport marketing service quality encounters at professional sport events. The work looks at the encounter from both the service provider's side and the event attendee's side and compares those perceptions.

Selected Awards

  • Elected to the International Academy of Business Disciplines Board of Directors  2016

  • Recipient of the Widener University's SBA Distinguished Graduate Teaching Award March 2015

  • Research Sabbatical: NFL Fan Experience Measurement Development  2014

Selected Publications

  • Larson,Brian V., Jensen, Ric, and Yawei Wang (2015), “Wanted: Contagious Gameday Staff. Testing the Effect of Smiling on Fan Responses," Services Marketing Quarterly, issue 37-03

  • Jensen, Ric, Nick Bowman, Brian V. Larson, and Yawei Wang (2013), “Looking at Shirt Sponsorships from Both Sides of the Pond: Comparing Global Trends versus America's Major League Soccer,” International Journal of Sports Marketing and Sponsorship.

  • Jensen, Ric, Nick Bowman, Yawei Wang, and Brian V. Larson (May 2012), “New League, New Market and New Sponsorship:  An Exploratory Study of Attitudes towards Shirt Sponsorship in Major League Soccer" Soccer & Society, vol. 13, no. 3

International Academy of Business and Public Disciplines (IABPAD)