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  • Trail Examines Effectiveness of Celebrity Athlete Endorsements

    March 8, 2011

    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 sport.

    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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