March 13, 2013
Trail, director of the Master
of Sport Administration and Leadership program, published “An Analysis of
Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral
Intentions Within the Context of a New College Football Program,” with Stephen
L. Shapiro and Lynn L. Ridinger (Journal
of Sport Management, 2013). In a case study of a new college football
program, the authors used an identity theory framework to focus on future sport
“We looked at past behavior to determine what factors
sport marketers can use to capitalize on the interest generated through new
athletic programs,” Trail said.
Trail, a prolific scholar, received his
Ph.D. from Ohio State University and has been a consultant for professional
teams, including the Arizona Diamondbacks, Philadelphia Phillies, Seattle Storm,
and Baltimore Orioles, and many NCAA Division I athletic departments. He joined
the faculty in the College of Arts and Sciences in 2008.
The College of Arts and Sciences, the
largest college in Seattle University, offers 42 undergraduate
majors, 37 minors, and 7 master’s degrees. The Master
in Sport Administration and Leadership prepares students for leadership
positions in the sports industry.
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