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Dr. Dong Hun Lee

Assistant Professor

Office Number: 104D GAR
Phone: 713-743-5782
Fax: 713-743-9860


Mailing Address:
3875 Holman St., Rm 104 Garrison
Houston, TX 77204-6015


Download Curriculum Vitae

Research Interests

Fan/consumer behavior, measurement, and branding

Recent Publications and Research Activity

Kim, M-K., Lee, D., Kim*, S-K., & Kim, M. (Accepted for publication). Leisure constraints affecting experienced martial arts participants. Asia Pacific Journal of Tourism Research.

Lee*, D., Blom, C. L., Zhang, J. J., Kim, S-H., & Judge, L. W. (Accepted for publication). Sport brand extension evaluations: Relationships among brand breath, brand fit, brand attitude, and purchase intention. International Journal of Sport Management

Lee*, D., Pierce, D., Kim, K., Krill, C., & Felver, N. (2014). Cross cultural difference in consumer evaluation of cobranding in sport. The Journal of Sport, 3(2), 202-222.

Zhang, Y., Lee*, D., Judge, L. W., & Johnson, J. E. (2014). The relationship among service quality, satisfaction, and future attendance intention: The case of Shanghai ATP Masters 1000. International Journal of Sports Science, 4(2), 50-59.

Wanless*, E. A., Judge, L. W, Bellar, D. M., Craig, B. W., Pierce, D., Lee, D., & Simon, L. (2014). Pre-and post-activity stretching protocols of NCAA American football programs: Influence of certification and division affiliation. International Journal of Sports Science and Coaching, 9(3), 473-484.

Kim*, M-K., Lee, D., Schoenstedt, L., Lee, S., & Kim, S-K. (2014). Effects of service quality in motor boat racing: Relationships among perceived service quality, customer satisfaction, and word-of-mouth. International Journal of Sport Science, 4(2), 39-46.

Judge*, L. W., Surber, K. D., Petersen, J., Lee, D., Bellar, D., & Simon, L. (2014). Making the millennial mark: Lessons learned by the Youth Olympic Games. International Journal of Sport Management, 15, 2, 129-150.

Judge*, L. W., Lee, D., Petersen, J., Bellar, D., Surber, K. D., & Krill, C. (2014). The impact of social media on the awareness of the Olympic movement. The Sport Journal

Pierce*, D., Lee, D., & Petersen, J. (2014). Sport sales personnel perceptions of factors impacting job performance: A factor analysis of sales activities. International Journal of Sport Management, 15, 71-90.

Judge*, L. W., Lee, D., Surber, K., Bellar, D., Petersen, J., Ivan, E., & Kim, H. J. (2013). The promotion and perception of the Youth Olympic Games: A Korean Perspective. ICHPER-SD Journal of Research, 8(2), 12-18.

Lee*, C., Bang, H., & Lee, D. (2013). Regaining fans' trust after negative incidents: Fit between responses and nature of incidents. Sports Marketing Quarterly, 22, 235-245.

Kim*, M. K., Kim, S-K., Lee, D., Judge, L. W., & Huang, H. (2013). Service quality and satisfaction perspectives at the 2011 International Amateur Athletic Federation (IAAF) World Championships. ICHPER-SD Journal of Research, 8(2), 39-44.

Lee*, D., Trail, G. T., Lee, C., & Schoenstedt, L. J. (2013). Exploring factors that affect purchase intention of athletic team merchandise. ICHPER-SD Journal of Research, 8(1), 27-35.

Choi*, H., Lee, D., Judge, L. W., Kim B., & Park, J. (2013). A study on the relationships between sports broadcasting, sports values, and viewer satisfaction. Asia Pacific Journal of Innovation and Entrepreneurship, 6(3), 99-115.

Johnson*, J. E., Blom, L. C., Judge, L. W., Lee, D., Pierce, D., & Ridley, M. J. (2013). The impact of football bowl subdivision head coaching changes on NCAA academic progress rate. Journal of Issues in Intercollegiate Athletics, 6, 131-154.

Pierce*, D., Petersen, J., & Lee, D. (2013). Time allocation of sales activities in professional sport organizations. The Journal of Sport, 2(1), 1-20.

Lee*, D., Byon, K. K., Schoenstedt, L., Johns, G., Bussell, L, D., & Choi, H. (2013). Validation of the consumer values versus perceived product attributes model measuring the purchase of athletic team merchandise. ICHPER-SD Journal of Research, 7(1), 39-45.

Judge*, L. W., Bellar, D. M., Lee, D., Petersen, J., Wanless, E. A., Surber, K., Ferkel, R., & Simon, L. (2012). An exploratory study of physical activity patterns of college students at a Midwest state university in the United States. The Sport Journal, Volume 15 (ISSN: 1543-9518).

Lee*, D., Kroncke, C., & Johnson, J, E. (2012). Consumer evaluation of brand fit, attitude, and purchase intention of athletic team merchandise. International Journal of Sport Management and Marketing, 11, 3/4, 158-171.

Judge*, L. W., Bellar, D., Blom, L., Lee, D., Harris, B., Turk, M., McAtee, G., & Johnson, J. (2012). Perceived social support from strength and conditioning coaches among injured student athletes. Journal of Strength & Conditioning Research, 26(4), 1154-1161.

Lee*, D., & Trail, G. T. (2012). Confirmatory analysis of the athletic team merchandise model. Measurement in Physical Education and Exercise Science, 16(2), 101-118.

Lee*, D., Cheon, W., Judge, L. W., Shin, H., & Kim, K-O. (2012). Motives and marketing stimuli affecting eSports consumption: Cross-cultural perspectives. International Journal of Sport Management, 13(2), 203-223.

Lee, D., Zhang*, J. J., Armstrong, K. L., & Kim, S-H. (2011). Self, social, team, and situational factors influencing televised sports viewership. Journal of Applied Marketing Theory, 2(1), 59-78.

Lee*, D., & Schoenstedt, L. (2011). Comparison of eSports and traditional sports consumption motives. ICHPER-SD Journal of Research, 6(2), 39-44.

Lee*, D., & Trail, G. T. (2011). The influence of personal values and goals on cognitive and behavioral involvement in sport. Journal of Sport Management, 25(6), 1-26. [SSCI]

Johnson*, J, E., & Lee, D. (2011). Super Bowl commercial and game consumption for the college demographic. The Sport Journal, Volume 14 (ISSN: 1543-9518).

Lee, D., Pierce, D., Kim, M., Judge, L. W., & Lee*, S-J. (2011). Ethnic identification, attitude toward PGA golfers, and intention to consume golf. The Korea Journal of Sports Science, 20(4), 697-711.

Lee*, D., & Trail, G. T. (2011). A theoretical model of team-licensed merchandise purchasing (TLMP). ICHPER-SD Journal of Research, 6(1), 62-67.

Lee*, D., Trail, G. T., Kwon, H. H., & Anderson, D. F. (2011). Consumer values versus perceived product attributes: Relationships among items from the MVS, PRS, and PERVAL scales. Sport Management Review, 14, 89-101.

Lee, D., Lee*, S-J., & Houlette, M. A. (2010). Multigroup invariance analysis of the licensed team merchandise model. The Korea Journal of Sports Science, 19(3), 801-812.

Lee*, D., Cianfrone, B. A., Byon, K. K., & Schoenstedt, L. (2010). An examination of the relationships among personal values, team identification, product involvement, product attributes, and purchase intention of licensed team merchandise. International Journal of Sport Management, 11, 517-540.

Lee*, D., Trail, G. T., & Anderson, D. F. (2009). Differences in motives and points of attachment by season ticket status: A case study of the ACHA [Special issue]. International Journal of Sport Management and Marketing, 5, 132-150.

Kwon*, H. H., Trail, G. T., & Lee, D. (2008). The effects of vicarious achievement and team identification on BIRGing and CORFing. Sport Marketing Quarterly, 17, 209-217.

Lee*, D., & Armstrong, K. L. (2008). Gender differences in the factors influencing viewership of televised sports. International Journal of Sport Management, 9, 1-21.


B.S. in Leisure and Sports Studies at Keimyung University, Daegu, South Korea, 1999

M.A. in Sport Management at The Ohio State University, Columbus, Ohio, 2003

Ph.D. in Sport Management at University Of Florida, Gainesville, Florida, 2008