Brian

V.

Larson

CURRENT ADDRESS

*** *****

Center

** *. **** ***** ****

Widener

University

Media,

PA 19063

Chester, PA

19013

Phone:

610-***-**** Fax: 610-***-****

E-Mail:

abqiff@r.postjobfree.com

EDUCATIONAL BACKGROUND

Ph.D.

1999 -- Oklahoma State University; Stillwater, OK (Marketing) Dissertation: Doing

Well By Doing Good: Linking Cause-Related Marketing to

Employees

Corporate Evaluations

MBA; BA

1993; 1991 -- Chadron State College; Chadron, Nebraska

MBA -- Concentration in Marketing Management

BA -- Major: Marketing Minor:

Agriculture

TEACHING

EXPERIENCE

(Widener

University) 1999 - present

Marketing

Strategy (MBA) Marketing Research

Advertising and Promotions Sport Sales

and Marketing

Sport Management Marketing

Principles

Introduction to Business Consumer

Behavior

International Business

(Oklahoma

State University) 1994 - 99

Advertising

and Promotions Sales Management

Principles of

Marketing

(Langston

University) 1997 - 98

Spring

1998 Strategic Decision Making

Professional Business Communications

Fall

1997 Strategic Decision Making

Professional Business Communications

PUBLICATIONS

Larson, Brian

V. and Doug Seymour (2006), Good Game, Good Game: Applying ServQual to and

Assessing an NFL Concession s Service Quality,

Business Research Yearbook:

Global Business Perspectives,

Durham, Brooks and Brian V.

Larson (2005), Marketing Myopia Revisited: Review, Responses, and

Recommendations with the Music Recording Industry, Journal of E-Business

PUBLICATIONS

(continued)

Case, Carl,

Brian Larson, and Richard Silkoff (2005), Introducing the VISION Model of

virtual Networking Business Research Yearbook: Global Business

Perspectives, Vol. 12, p.178-183

Larson,

Brian, Kevin Gwinner, and Scott Swanson (2004), Reaching the Highest Fruit: A

Study of Professional Sports Targeting Women Business Research Yearbook:

Global Business Perspectives, Carolyn Gardner, Jerry Biberman and Abbass

Alkhafaji eds., McNaughton and Gunn, Inc., Saline, MI, vol. 11, p.1099-1103

Swanson,

Scott, Kevin Gwinner, Brian Larson, and Swinder Janda (2003), Motivations of

College Student Game Attendance and Word-of-Mouth Behavior: The Impact of Gender

Differences Sport Marketing Quarterly, 12 (3) September

Larson, Brian

V. and Myroslaw J. Kyj (2002), Recruiting College Students with Web-Based

Promotions: What Attracts and Affects Them? Journal of Promotion Management,

vol. 9, n.1. p.

*Research

Contributor Corporate Identity and Corporate Associations: A Framework for

Research in Marketing, Corporate Reputation Review invited article,

edited by Tom J. Brown and Peter Dacin

Larson, Brian

V. (2001), Gaining from a Giving Relationship: A Model to Determine

Cause-Related Marketing Efforts Effects on Employees, Journal of Nonprofit

and Public Sector Marketing, vol. 8, n.4, p.31-44

Larson, Brian

V. (2001), Relationship Selling: Finding a Revelation or Findings of a

Re-evolution, Journal of Promotion Management, vol. 7, n.1/2, p.41-53

*Larson,

Brian V. (2001) Sport Marketing 2E Graphics Package, Human Kinetics

Publishing, Champaign, IL

Larson, Brian

V. and Richard Germain (2000), Relational Marketing: How New Is It?

Business Research Yearbook: Global Business Perspectives, Jerry Biberman

and Abbass Alkhafaji eds., (Spring), McNaughton and Gunn, Inc., Saline, MI, vol.

7, p.55-59

* Corporate/Cause Alliances Appeal to Salespeople as Well as Consumers, The

Sponsorship Newsletter, (September 2000) vol.5, no. 8, p.7

* Cause-Related Marketing: Its Effects on Internal Marketers, Causes &

Effects: The Newsletter of Corporate Social Responsibility, (May 2000), vol.

15, no. 4, p.3

*(indicates

non peer reviewed)

CONFERENCE PAPERS AND PRESENTATIONS

Larson, Brian

V. and Doug Seymour (2006), Good Game, Good Game: Applying ServQual to and

Assessing an NFL Concession s Service Quality, International Academy of

Business Disciplines 18th Annual Conference,

San Diego,

CA

Larson, Brian

V., A. Douglas Bender, and Dennis R. Laker (2006), The Aging Sport Fan: Is the

Coming of the Baby Boomer Going to Change the Way We Market Spectator Sports?

2006 American Society of Business and Behavioral Sciences 13th

Annual Conference

Larson, Brian

V., Richard P. Silkoff, and Carl J. Case (2006), A Preliminary Investigation of

The Vision Model of Virtual Networking,

International Academy of Business

Disciplines 18th Annual Conference,

San Diego, CA

Case, Carl,

Brian V. Larson, and Richard Silkoff (2005), Introducing the VISION Model of

Virtual Networking International Academy of Business Disciplines

Conference, Pittsburgh, PA

Larson, Brian

V., Kevin Gwinner, and Scott Swanson (2004), Reaching the Highest Fruit: A

Study of Professional Sports Targeting Women

International Academy of Business

Disciplines, San

Antonio, TX

Durham, Brooks and Brian V.

Larson (2003), Marketing Myopia In The Music Recording Industry, Atlantic

Marketing Association Annual Conference Proceedings, Portland, ME

Larson, Brian V. and John Nagy

(2003), Assessing the NFL's Marketing: A League Discussion and Team Analysis,

Association of Pennsylvania University Business and Economic Faculty Annual

Meeting, State College, PA

Gwinner,

Kevin, Scott Swanson, and Brian V. Larson (2002), Image

Transfer and the Impact of Team Identification on Sponsorship Related Behavioral

Intentions American Marketing Association Faculty Consortium on

Sports Marketing, Presented by: AMA & University of Kentucky Gatton College

of Business & Economics, Lexington, KY

Gwinner,

Kevin, Scott Swanson, and Brian V. Larson (2002), Corporate Event Sponsorship:

Assessing the Impact of Team Identification on Image Transfer American

Marketing Association Summer Educators Conference, San Diego, CA.

Larson, Brian V., Thomas J.

Brown, and Joshua L. Wiener (2002), Cause-Related

Marketing: Effects On Marketing Representatives Corporate Evaluations,

AMA Academic Council and Oklahoma State University - Sponsored Conference

entitled: Exploring Corporate Associations: Developing a Research Agenda,

Stillwater, Oklahoma

Larson, Brian

V., Gary L. Frankwick, and Bradley D. Carlson (2002), The Effect of Retail

Sales Training on Performance The Association of Marketing Theory & Practice,

Savannah, GA

Swanson,

Scott, Kevin Gwinner, and Brian Larson (2001), Take Me Out to the Ballgame:

What Motivates Fan Game Attendance and Word-of-Mouth Behavior? AMA Summer

Educators Conference Marketing Theory and Applications Proceedings, Washington, DC.

CONFERENCE

PAPERS AND PRESENTATIONS (continued)

Eaton, John,

Kevin Gwinner, Brian Larson, Scott Swanson (2001), The Role of Spectators

Attitudes Toward Commercialization on the Effectiveness of Corporate Sponsorship

of Sporting Events,

Academy of Marketing Science Annual Conference,

San Diego, CA

Larson, Brian

V. and Myroslaw J. Kyj (2001), Recruiting College Students with Web-Based

Promotions: What Attracts and Affects Them, 10th Biennial

World Marketing Congress, Cardiff, Wales, UK

Larson, Brian

V. (2000), The Importance of Relationship Selling at the Beginning of the

Century the Last Century That Is, AMA Summer Educators Conference Marketing

Theory and Applications Proceedings, Chicago, IL, p. 263-269 **Abstract

reviewed in the Journal of Personal Selling and Sales Management (Winter 2001)

v.21, n.1

Larson, Brian

V. (2000), Cause-Related Marketing: Its Effect on Internal Stakeholders,

Atlantic Marketing Association Annual Conference Proceedings, Charleston, SC

Larson, Brian

V. and John C. Mowen (2000), Bringing Experts, Customers, and Service Providers

together: A Replication and Extension of the Quality Lens Model, North

American Association of Sport Management Conference, Colorado Springs,

Colorado

Larson, Brian

V. and Richard Germain (2000), Relational Marketing: How New Is It?

International Association for Business Development Conference, Las Vegas, NV

Larson, Brian

V. (1998), Of Interest to Public Policy: The Effect of Involvement on Consumer

Perception of Banking Services, in Marketing and Public Policy Proceedings,

eds. Alan Andreasen, Alex Simonson, and N. Craig Smith, Arlington, Virginia,

vol. 8, 9-10

Larson, Brian

V. and Gary L. Frankwick (1998), Evolution of a Virtual Enterprise: A

Sociological Perspective, in Developments in Marketing Science, eds.

John B. Ford and Earl D. Honeycutt, Jr.; Norfolk, VA; vol. 21; 316-320

Senthil

Kumar, Brian V. Larson, and Gary L. Frankwick (1998), Evolution of a

Cooperative Virtual Enterprise: An Integrated Theoretical Framework,

Developments in Marketing Science, eds. John B. Ford and Earl D. Honeycutt,

Jr.; Norfolk, VA; vol. 21; 184-189

Larson, Brian

V. (1998), Identification With a Not-for-Profit s Cause: The Moderating Effect

of Organizational Culture, Presented at the Academy of Marketing Science (AMS)

Conference, Norfolk, Virginia

Larson, Brian

V. (1998), Improving Corporate Associations Internally: A Model To Link

Cause-Related Marketing Partner Evaluations Back To Salespersons Corporate

Evaluations, Nebraska Doctoral Student Symposium, University of Nebraska;

Lincoln, NE

CONFERENCE

PAPERS AND PRESENTATIONS (continued)

Larson, Brian

V. (1997), An Examination of Relational Cohesion Theory, AMA Winter

Educators Conference Marketing Theory and Applications Proceedings, eds.

Debbie Thorne LeClair and Michael Hartline, vol. 8, St. Petersburg, FL

Larson, Brian

V. (1997), Retail Salesperson Training and Its Effect on Performance Presented

at Oklahoma State University Graduate Symposium; Stillwater, OK

Larson, Brian

V. (1996), Of Interest to Banking Customer Involvement Presented at Oklahoma

State University Graduate Symposium; Stillwater, OK

FUNDED

RESEARCH

2005

Sabbatical award research work

1998

Doing Well By Doing Good: Linking Cause-Related Marketing to Employees

Corporate

Evaluations. -- sponsored by a grant from ResourceOne, Inc.

1996

Analysis of Network Development Between Members of Manufacturing

Enterprises:

Computer Assisted Technology Transfer (CATT) -- sponsored by the US Department

of Defense

RESEARCH

IN PROGRESS

Larson, Brian V., Karen

Flaherty, Tom J. Brown, and Joshua L. Wiener; Cause-Related Marketing: Its

Effect on Internal Stakeholders, working paper; Status Revised and

resubmitted to the Journal of MarketingResearch (January 2006)

Gwinner,

Kevin, Brian V. Larson and, Scott Swanson, Attitude Toward Commercialization

and Its Effect on Sponsorship and Word-of-Mouth Behavior, To be submitted to

the International Journal ofSport Marketing and Sponsorship

Larson, Brian

V., Kevin P. Gwinner, and Scott Swanson, A Case Study of NFL Fans:

Demographics, Attitudes, Cognitions, and Behaviors, To be submitted to the

International Journal ofSport Marketing and Sponsorship

Larson,

Brian, Kevin Gwinner, Scott Swanson and Kamal Khilnani, Determining Differences

Between Genders in Sport Spectatorship, To be submitted to the Pennsylvania

Journal of Business and Economics

Frankwick,

Gary L. and Brian V. Larson, Results of the Evolution of a Virtual Enterprise:

A Sociological Perspective Status -- Data are analyzed and first draft

completed

PROFESSIONAL MEMBERSHIP

North

American Society for Sport Management American Marketing

Association

North

American Society for the Sociology of Sport Academy of

Marketing Science

Association

for Marketing Theory and Practice Internatl Academy of

Bus. Disciplines

ACADEMIC SERVICE AND RECOGNITION

2006-2006 Widener University International MBA Coordinator

Widener University Sport Management Director

2005-2006

Sabbatical award research work

MBA Core Team

member

Initiated

On-Campus Kimmel Speaker Event bringing industry partners to campus to further

relations

Managed three

research events at Lincoln Financial Field using a total of about 40 students

for Aramark Corporation

2004-2005

Worked with Pennsylvania Language Institute (PLI) to enhance

International Business course and introduce prospective students to campus

Initiated program that brought MBA students to Lincoln

Financial Field to engineer

marketing

research instrument and procedures

2003-2004

Widener University SBA Distinguished Graduate Teaching Award

Nominated/listed (undergrad student) in Who s Who Among

America s Teachers

Inducted into

Beta Gamma Sigma

Secured

sponsorship of Outstanding Marketing Student Annual Award (for SBA Banquet) from

APPCO SportsWorld

Reviewer:

Association of Marketing Theory and Practice Conference; Service Marketing,

Non-Profit Marketing, Ethics Track

Reviewer:

Association of Marketing Theory and Practice Conference; Sport Marketing Track

Admissions

and Financial Aid Committee

Instructional

Resources Committee

Student Sport

Network Faculty Sponsor

2002-2003 Budget Planning and Assessment CommitteeAdmissions and Financial Aid Committee

SBA

Promotions and Tenure Committee

Student Sport

Network Faculty Sponsor

2001-2002

Reviewer: McGraw-Hill/Irwin Sports Marketing: Strategy and Cases

(textbook)

Reviewer:

Atlantic Marketing Association Conference; Tourism, Events, Sports, Hospitality,

and Entertainment Track

Session

Moderator: Association of Marketing Theory and Practice (AMTP) Conference,

March 27-30, Savannah, GA, Sport Marketing Track

Presenter:

BridgeWeek 2002, SPSS: Advanced Topics, w/ Anne Pollack, ITS

Selected

Freshmen Convocations Representative

Faculty

Marshall: 2002 CommencementAd-hoc Committee for Prizes and Awards member

Academic

Computing Services Committee

Budget

Planning and Assessment Committee

Received

Widener University Provost Grant used for Teaching Enrichment Project

Noted in

Widener University Newsmakers (twice)

Organized

efforts to host Sport Management Speakers Day

Student Sport

Network Faculty Sponsor2000-2001

Reviewer: Sports Management Association of Australia and New Zealand (SMAANZ)

Conference Chairperson: Ad-hoc Committee for Prizes and

Awards

Selected Freshmen

Convocations Representative Academic Computing

Services Committee MemberAttended Distinguished Lecture Series Speaker Mel

Korn

Faculty

Marshall for 2001 Commencement and sat among students

Received

Widener University Provost Grant used for Teaching Enrichment ProjectAuthored Sport Marketing 2nd

ed. teaching software for Human Kinetics, Inc.Widener University Academic Computer Services

Committee member Discussant: Atlantic

Marketing Association Summer Conference

Reviewer: Academy of Marketing Sciences Conference

Organized

efforts to host Sport Management Speakers Day

Student Sport

Network Faculty Sponsor

1999-2000

Faculty Advisor for Widener University Sport Network

Reviewer:

North American Society for Sport Management (NASSM) Conference

Selected

Freshmen Convocations Representative

Widener

School of Bus. Admin. Electronic Media Assessment ad hoc committeeReceived Widener University Provost Grant used

for Teaching Enrichment Project

1998-99 Recipient of the Joseph H. and Paula S. Reed Distinguished

Graduate Fellowship

from the

College of Business Administration

1997-98 Council of Grad. Educ. & Research (team of self, OSU Pres. and

Grad. Coll. Dean)

Graduate Student Association Treasurer

Oklahoma

State University Academic Appeals Board member

1997

Discussant for the Nebraska Doctoral Student Symposium, University of

Nebraska; Lincoln, NE (Selected by OSU Department of Marketing)

Phoenix Award Committee Member (Award for Excellence in

Teaching and

Excellence in Research)

Spring Commencement Graduate Coordinator

1996-97 Graduate Student Association Executive Officer

Student Gov t Assoc.: Intergovernmental Liaison (awarded for service

excellence)

Faculty Associate for Resident Life

Graduate Student Advisor for OSU Indonesian Student Association

1995-96 Grad. Student Assoc. Senator -- Marketing Department

representative (elected)

COMMUNITY SERVICE

2001-06 Rose Valley Borough Town Watch Patroller

2000-06 Notre Dame des Lourdes parish Lector Swarthmore, PA

2000 Smith-Kline Beecham s Ridley (PA) Summer Library Science

course volunteer

1997-98 Knights of Columbus (KofC) chapter officer Stillwater, OK

1996-97 KofC Community Director and chair of the Community Family

Speaker Series

CONSULTING EXPERIENCE

2006 Aramark/Lincoln Financial Field Importance-Performance Study

2005 Aramark/Lincoln Financial Field Service Quality Assessment

Study

2004 Philadelphia Eagles Fan Touch Point Study

2003-04 Huskers Illustrated Strategic Assessment Study

2002 Philadelphia Eagles Commercialization Study

2001 Philadelphia Eagles Corporate Partner Assessment Study

2000 NFL 101 Workshop for Women Consumer Assessment Study

(Philadelphia Eagles)

Philadelphia Eagles FanFair Customer Assessment Study

Widener

University SBA Electronic Media Assessment

Widener

University Graduate Science Education Center Market Study

1996 -OSU Athletic Department -- Athletic Facility Expansion

Feasibility Study

-OSU College of Osteopathic Medicine --

Intraorganization Diffusion of

Innovation Study (Tulsa, OK)

-Southwestern Bell Telephone -- Secondary Research on

Consumer

Miscomprehension Study

1995 -Cimarron Trails Golf Course -- Consumer Geodemographic/Customer

Assessment Study

-OSU Athletic Department -- Ticket Office Consumer Study

-Stan Clark Enterprises -- Organizational Management

Study

SELECT EMPLOYMENT EXPERIENCE

1999 Assistant/Associate Professor of Marketing, Widener

University1998

Consumer Airbag Safety Awareness Researcher-- auto manufacturer lawsuit

1994 -

99 Graduate Research Assistant at Oklahoma State University

1996 -

98 Adjunct Faculty at Langston University, Langston, OK

1995 -

98 Advisory Board, University Medallion; Hebron, NE

1993 -

94 Assistant Manager at Athletic X-Press; Rapid City, SD

1993

95 Event Advisor to Nebraska Ranch Exposition, Newport, NE

OTHER EXPERIENCE

2002 -

04 Marketing Sales Advisor Husker s Illustrated

1995 -

97 Executive Board of Advisors at Husker s Illustrated (Lincoln,

NE: Dallas, TX)

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