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  • Trail Focuses on Purchasing Behaviors of Sports Fans

    November 28, 2011

    Professor Galen Trail, Director of the Master of Sport Administration and Leadership program, has published “A Theoretical Model of Team-licensed Merchandise Purchasing” with D. Lee in the ICHPER-SD Journal of Research [6(1), 2011]. The journal is the official research publication of the International Council for Health, Physical Education, Recreation, Sport and Dance, whose members include professors, teachers, researchers, coaches, educators and administrators.

    In their article, the authors describe a theoretical model focused on purchasing decisions for team merchandise. The proposed model consists of various factors including personal values, team identification, attitude (toward brand and product), past experience, perceived product attributes, expectancy disconfirmation, satisfaction, and intention to purchase (brand and product).

    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, and many NCAA Division I athletic departments. He joined the faculty in the College of Arts and Sciences in 2008.

    The College of Arts and Sciences, the largest college in Seattle University, offers 33 undergraduate and 7 advanced degrees. The Master in Sport Administration and Leadership prepares students for leadership positions in the sports industry.

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