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  • Trail Publishes on Consumer Behavior of Sports Fans

    February 22, 2011

    Professor Galen Trail, Coordinator of the Master in Sport Administration and Leadership program, published three articles on sports fans this winter.  His research focused on how sport organizations can build a strong fan base and improve marketing efforts to their consumers.

     In “A Conceptual Framework for Understanding Relationships between Sport Consumers and Sport Organizations: A Relationship Quality Approach,” co-authored with Y.K. Kim, he discusses sport marketing in terms of relationship building and the factors in relationship quality (Journal of Sport Management, 25, 57-69). In “Consumer Values Versus Perceived Value: Relationships Among Items from the MVS, PRS, and PERVAL scales,” written with D. Lee, H.H. Kwon, and D.F. Anderson, he measured consumer values in relation to product values (Sport Management Review, 14, 89-101), and in “The Effects of Service Provider Employment Status and Service Quality Exchange on Perceived Organizational Image and Intention to Attend a Game,” co-authored with M. Kim, he researched the different effects of volunteer versus paid-employee interactions on repatronage at sport events (Sport Management Review, 13, 225-234).

    Trail received his Ph.D. from Ohio State and has been a consultant for professional teams, including the Arizona Diamondbacks, Philadelphia Phillies, Seattle Storm, and Baltimore Orioles, as well as for many NCAA Division I athletic departments. He joined the faculty in the College of Arts and Sciences in 2008.

    The Master in Sport Administration and Leadership, one of seven advanced degree programs in the College of Arts and Sciences,  prepares students for leadership positions in the sports industry.

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