July 25, 2011
Professor Galen Trail, Director of the Master of Sport Administration and Leadership program, published “Sport Consumer-Team Relationship Quality: Development and psychometric evaluation of a scale,” with Y.K. Kim, B. Woo, and J.J. Zhang, in the International Journal of Sports Marketing and Sponsorship (Vol. 12, issue 3).
The researchers found that the Sports Consumer-Team Relationship Quality Scale proved to be an effective tool for marketers and managers.
“The tool assesses the relationship quality that teams have with their consumers,” Trail said. “For the sport industry, this assessment is essential for marketing strategies, effective advertising campaigns, and sponsorship value.”
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 in 2008.
The Master in Sport Administration and Leadership, one of seven advanced degrees in the College of Arts and Sciences, prepares students for leadership positions in the sports industry.
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