August 16, 2010
Galen Trail examines sport
marketing and purchase decisions of Latino baseball fans in the current issue
of the Journal of Sport Management. With co-authors M. G., Harrolle, A.
Rodríguez, & J. S. Jordan, Trail, who is an Associate Professor and
Coordinator of the Master of Sport Administration and Leadership program,
compared the Latino and Non-Latino attendees of a professional Major League
Baseball game. Although the model results were similar for both groups,
differences do exist between Latinos and Non-Latinos in terms of some specific
sport consumer behavior relationships. See “Conative loyalty of Latino and
Non-Latino professional baseball fans” (Journal of Sport Management, 24, 456-471).
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