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  • Trail Publishes on Marketing Team Merchandise

    April 18, 2012

    Professor Galen Trail, Director of the Master in Sport Administration and Leadership program, published “Confirmatory analysis of the athletic team merchandise model,” with D. Lee in Measurement in Physical Education and Exercise Science [16(2), 101-118]. The journal presents research in theoretical and methodological issues related to measurement and statistics in physical education and exercise science.

    The athletic team merchandise theoretical model consists of personal values, team identification, brand attitude, past expenditure, perceived product attributes, expectancy disconfirmation, satisfaction, and purchase intention. To test the theoretical model, the authors surveyed more than 700 individuals who had purchased team merchandise.

    “We found that the theoretical model has good psychometric properties,” Trail said. “It’s an excellent measure to determine purchase intention for athletic merchandise.”

    Trail, a prolific scholar, received his Ph.D. from Ohio State University 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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