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  • Trail Publishes on Latino Baseball Fans

    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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