| Development of a scale measuring destination image KK Byon, JJ Zhang Marketing Intelligence & Planning 28 (4), 508-532, 2010 | 372 | 2010 |
| Impact of core and peripheral service quality on consumption behavior of professional team sport spectators as mediated by perceived value KK Byon, JJ Zhang, TA Baker European Sport Management Quarterly 13 (2), 232-263, 2013 | 202 | 2013 |
| Structural relationships among involvement, destination brand equity, satisfaction and destination visit intentions: The case of Japanese outbound travelers SH Kim, HS Han, S Holland, KK Byon Journal of vacation marketing 15 (4), 349-365, 2009 | 174 | 2009 |
| Integrating event image, satisfaction, and behavioral intention: Small-scale marathon event. SKSK Koo, KK Byon, TA Baker III Sport marketing quarterly 23 (3), 2014 | 166 | 2014 |
| Sport as a vehicle for socialization and maintenance of cultural identity: International students attending American universities JT Allen, DD Drane, KK Byon, RS Mohn Sport Management Review 13 (4), 421-434, 2010 | 154 | 2010 |
| Customer-to-customer value co-creation and co-destruction in sporting events K Kim, KK Byon, W Baek The Service Industries Journal 40 (9-10), 633-655, 2020 | 141 | 2020 |
| Dimensions of general market demand associated with professional team sports: Development of a scale KK Byon, JJ Zhang, DP Connaughton Sport Management Review 13 (2), 142-157, 2010 | 114 | 2010 |
| Antecedents and consequence associated with esports gameplay W Jang, KK Byon International Journal of Sports Marketing and Sponsorship 21 (1), 1-22, 2020 | 111 | 2020 |
| Antecedents of esports gameplay intention: Genre as a moderator WW Jang, KK Byon Computers in Human Behavior 109, 106336, 2020 | 95 | 2020 |
| Golf product advertising value, attitude toward advertising and brand, and purchase intention Y Lee, KK Byon, R Ammon, SBR Park Social Behavior and Personality: an international journal 44 (5), 785-800, 2016 | 80 | 2016 |
| Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach BH Yim, KK Byon, TA Baker, JJ Zhang European Sport Management Quarterly 21 (4), 484-503, 2021 | 71 | 2021 |
| Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators KK Byon, M Cottingham, MS Carroll International Journal of Sports Marketing and Sponsorship 12 (1), 71-89, 2010 | 70 | 2010 |
| To tweet or not to tweet: The effects of social media endorsements on unfamiliar sport brands and athlete endorsers NT Brison, KK Byon, TA Baker III Innovation 18 (3), 309-326, 2016 | 57 | 2016 |
| Social motivations and consumption behavior of spectators attending a Formula One motor-racing event SK Kim, KK Byon, JG Yu, JJ Zhang, C Kim Social Behavior and Personality: an international journal 41 (8), 1359-1377, 2013 | 57 | 2013 |
| The influence of emotions on game and service satisfaction and behavioral intention in winning and losing situations: Moderating effect of indentification with the team. BH Yim, KK Byon Sport Marketing Quarterly 27 (2), 2018 | 54 | 2018 |
| A Qualitative Examination of Disability Sport Executives' Perceptions of Sport Promotion and the Acquisition of Sponsors. M Cottingham, B Gearity, K Byon Sport Marketing Quarterly 22 (2), 2013 | 54 | 2013 |
| Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors KA Kim, KK Byon, W Baek, AS Williams International Journal of Hospitality Management 82, 318-325, 2019 | 51 | 2019 |
| Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast WW Jang, KK Byon, TA Baker III, Y Tsuji Sport, Business and Management: An International Journal 11 (1), 89-108, 2021 | 50 | 2021 |
| Service quality, perceived value, and fan engagement: Case of Shanghai Formula One racing CW Jones, KK Byon, H Huang Sport Marketing Quarterly 28 (2), 63-76, 2019 | 49 | 2019 |
| Sportscape, emotion, and behavioral intention: a case of the big four US-based major sport leagues W Jang, KK Byon, BH Yim European Sport Management Quarterly 20 (3), 321-343, 2020 | 44 | 2020 |
