Brian Larson profile image

Brian V. Larson, PhD

  • Interim Associate Dean for Graduate SBA Programs & Professor
Media Expertise:
  • Business Administration
  • Communications & Marketing
  • International Relations

Affiliated Programs

Education

  • PhD, Marketing (1999)
    Oklahoma State University (OK)

About Me

My teaching interests include marketing strategy, marketing research, and sport marketing. I am passionate about innovating, seeing global opportunities, and building relationships. I founded a world-class Sport Management Advisory Board, initiated the first international professional fan research efforts spanning multiple sport leagues and countries, and served as Department Chair where we grew the faculty ranks and started several new exciting majors. I earned a PhD from Oklahoma State University in 1999 and have published more than 20 journal articles and presented research findings at 35 conferences. My wife, Lucia, and I live with our two children in Rose Valley, Pennsylvania.

Areas of Expertise

  • Marketing
  • Brands and fan engagement
  • Consumer behavior
  • Leadership and communications
  • Event marketing
  • International marketing
  • Auto industry issues

Research Interests

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.

Media Expertise

  • Marketing
  • Brands and fan engagement
  • Consumer behavior
  • Leadership and communications
  • Event marketing
  • International marketing
  • Auto industry issues

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

Professional Affiliations & Memberships

International Academy of Business and Disciplines (IABD)

Awards

  • Elected to the International Academy of Business Disciplines Board of Directors, 2016
  • Recipient of the Widener University's SBA Distinguished Graduate Teaching Award, 2015
  • Research Sabbatical: NFL Fan Experience Measurement Development, 2014
  • Nicholas P. Trainer Faculty Fellowship Award (2020)
  • SBA Distinguished Service Award Winner (2021)
  • Widener University Distinguished Professor nominee (2021)
  • Lindback Outstanding University Teaching Award nominee (2021, 2022)
  • Sabbatical award – International University Collaborative Development (2022)

News

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