Professor Galen Trail, coordinator of the Master of Sport Administration and Leadership program, examines the appropriateness of using
celebrity athletes as a marketing tool for products unrelated to sport. In
“Athlete endorser effectiveness: Model development and analysis” in the current
issue of Sport, Business, and Management: An International Journal (Volume
1, 93-114), Trail and co-authors J.R.
Braunstein-Minkove and J.J Zhang examine the risky method of selecting an
athlete to endorse products that do not have an intrinsic link to the athlete’s
The authors focused on the structural relationships of
consumer identification with an athlete and his/her sport to product-endorser
congruency, perceived value, and purchase intentions.
“Our findings resulted in a
42-item, 5-factor model of elements that play a role in athlete endorser
selection and viability,” Trail said. “The model is a way to test
assumptions and has important implications for sales, branding, and marketing
of non-sport items.”
Trail, a prolific scholar, 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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