February 22, 2011
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.
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
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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