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Dong Hun  Lee

Dong Hun Lee, Ph.D.

Associate 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

Yu, H. Y., Robinson, G. M., & Lee, D. (in press). To partner or not? A study of co-branding partnership and consumers’ perceptions of symbolism and functionality towards co-branded sports products. International Journal of Sports Marketing and Sponsorship.

Yu, H. Y., Lee, D., Cottingham, M., & Maeng, L. (in press). Consumer perceptions to luxury co-branding partnership in sport wearable market. International Journal of Human Movement Science.

Lee, D., Cottingham, M., Powers, S., & Maeng, I. (2020). Perceived fan associations with MLB teams: Bask inspite of reflected failure versus cut off reflected success. International Journal of Sport Management and Marketing, 20(1/2), 9-28.

*Lee, M., Maeng, L. S., Jeon, C., & Lee, D. (2019). Endorser-brand congruence, endorser authenticity, and self-brand connection: Three-way interaction effects of on brand attitude in sport. International Journal of Human Movement Science, 13(3), 1-15.

*Lee, M., Jun, C. S., Maeng, L. S., & Lee, D. (2019). The impact of sport brand extension on brand loyalty. International Journal of Human Movement Science, 13(1), 51-63.

*Lee, M., Lee, D., Cottingham, M., Hawkins, B., & Yu, H. Y. (2019). Sport brand extension evaluation: The role of brand extension authenticity. International Journal of Sport Management, 20(2), 125-149.

Walsh, D. W., Green, B. C., Holahan, C., Cance, J, D., & Lee, D. (2019). Healthy aging: An evaluation of sport participation as a resource for older adults in retirement. Journal of Leisure Research, 50, 56-80.

*Russell, A., Cottingham, M., Barry, A. E., Lee, D., & Walsh, D. (2018). Students transitioning to college and out of competitive sport: Athletic identity, coping, and stress. Journal of Applied Sport Management, 10(4), 34-50.

*Yu, H. Y., Lee, D., Hawkins, B., Cottingham, M., & Lee, M. (2018). Perceived fan associations with teams: Across NFL, NBA, MLB, and MLS. International Journal of Sport Management, 19(3), 289-314.

Cottingham, M., Hums, M., Jefferss, M., Lee, D., & Richard, H. (2018). Women of power soccer: Exploring disability and gender in the first competitive team sport for powerchair users. Sport in Society: Culture, Commerce, Media, Politics, 21(11), 1817-1830.

Lee, D., Zhang, Y., Cottingham, M., Park, J., & Yu, H. Y. (2017). Values and goals of Chinese sport consumers contrary to American counterparts. International Journal of Sports Marketing and Sponsorship, 18(1), 11-28.

Lee, D., Giannoulakis, C., Pearson, D., Breslin, W., & Kim, S-H. (2017). Perceived authenticity of sport teams: An exploratory analysis. International Journal of Sport Management, 18, 292-312.

Trail, G. T., Anderson, D. F., & Lee, D. (2017). A longitudinal study of team-fan role identity on self-reported attendance behavior and future intentions. Journal of Amateur Sport, 3(1), 27-49.

Lee, D., Cottingham, M., Pearson, D., Kim, S-H., & Park, J. (2016). Collaborative strategy in sports industry: Team co-branding. The Service Industries Journal, 36(11-12), 595-613.

Kim, S-H., Kim, M-S., & Lee, D. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: Evidence from coffee shop customers. Advances in Hospitality and Leisure, 12, 3-33.

*Yu, H. Y., Lee, D., & Judge, L. W. (2016). Perceived service qualities and spectator satisfaction: A case study on gender differences. International Journal of Human Movement Science, 10(2), 5-19.

Judge, L. W., Lee, D., Powers, S., Cottingham, M., Jones, L., Jupin, D., & Krill, C. (2016). Event personality of the NFL and its impact on sponsorship objectives. Journal of Facility Planning, Design, and Management, 4(2), 117-130.

Judge, L. W., Lee, D., Hoover, D. L., Petersen, J. C., Bellar, D. M., Deitz, S., Leitzelar, B., & Holtzclaw, K. (2016). Marketing effectiveness of the Nanjing Youth Olympic Games: Implications for physical activity. The Physical Educator, 73(3), 600-617.

Cottingham, M., Carroll, M., Lee, D., Shapiro, D., & Pitts, B. (2016). The historical realization of the Americans with Disabilities Act on athletes with disabilities. Journal of Legal Aspects of Sport, 26, 5-21.

Kim, M. K., Lee, D., Kim, S-K., & Kim, M. (2015). Leisure constraints affecting experienced martial arts participants. Asia Pacific Journal of Tourism Research, 20(9), 1063-1079.

Lee, D., Blom, L., Zhang, J., Kim, S-H., & Judge, L. W. (2015). Sport brand extension evaluations: Relationships among brand breath, brand fit, brand attitude, and purchase intention. International Journal of Sport Management, 16, 165-181.

Kim, S-H., Lee, D. H., & Cannon, D. F. (2014). The application of evaluative congruity theory in destination loyalty. International Journal of Tourism and Hospitality Research, 28(10), 5-19.

Lee, D., Pierce, D., Kim, K-O., Krill, C., & Felver, N. (2014). Cross cultural differences in consumer evaluation of cobranding in sport. The Journal of Sport, 3(2), 203-220.

*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., Lee, D., Petersen, J., Bellar, D., Surber, K., & Krill, C. (2014). The impact of social media on the awareness of the Olympic movement. The Sport Journal, Volume 20 ISSN: 1543-9518

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


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