Associate Professor & Affiliate Member
Ph.D. in Sport Management, Ohio State University (2000)
M.A. in Physical Education, Ohio State University (1996)
B.A. in Physical Education, Seoul National University (1991)
Curriculum Vitae

Dr. Yong Jae Ko is an Associate Professor in the Department of Tourism, Recreation, and Sport Management at the University of Florida.

His primary research interests are (a) service marketing and (b) sport consumer behavior. A particular research interest includes consumer socio-psychological constructs such as attitude, perception, and belief about sport organizations and their product brands, sport participation motivation/involvement, and commitment/identification of sport consumers. This line of research has been extended to a variety of segments in the sport industry such as sport sponsorship, college sport, sport e-business and martial arts. The overriding goal of this line of research is to develop an improved understanding of sport consumers’ decision-making processes and provide sport organizations with managerial implications. Ultimately, his scholarly efforts will help communities improve quality of life for individuals and families through sport participation, with the added benefit of also improving their psychological and physical health. Many of his studies have been published in peer-reviewed sport management and marketing journals (e.g., Journal of Sport Management, Sport Management Review, International Journal of Sports Marketing and Sponsorship, and Sport Marketing Quarterly). He also published his research outcomes in the relevant premier journals related to these lines of research (e.g., Journal of Marketing Management, Journal of Business and Industrial Marketing, Asia Pacific Journal of Marketing and Logistics, and Annals of Tourism Research).

Dr. Ko is a member of the Sport Marketing Association (SMA) and the North American Society for Sport Management (NASSM). His professional service has been excellent as he routinely serve on various committees and advisory board in national and international sport organizations.

SPM 3306 Sport Marketing
SPM 5305 Sport Marketing
PET 5466 Sport Marketing