Professor Galen Trail, Director of the Master of Sport Administration and Leadership program, published “The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework,” with Yu Kyoum Kim and Yong Jae Ko, in the Journal of Sport Management (Vol. 25, 576-592, 2011).
“While the importance of relationship quality in marketing has been well documented, the issue has not been investigated with sport fan behavior,” Trail said. “We looked at how trust, commitment, intimacy, identification, and reciprocity impacted sport fan behavior related to attendance, media consumption, and licensed merchandise purchases.
Results from a simultaneous equation model indicated that for sport consumers, relationship quality with the team explained 56% of the variance in intention to attend games, 75% of intention to consume sport media, and 66% of intention to purchase licensed merchandise.
Trail, a prolific scholar, published seven articles in 2011. He 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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