College of Arts and Sciences

Galen Trail, PhD

  • Galen Trail, PhD
    PhD, Sport Management
    Professor, Master in Sport Administration & Leadership (on sabbatical July 2015- June 2016)
    Phone: 206-398-4605
    Building/Room: JEFF 401-K



    Dr. Galen Trail joined the faculty at Seattle University in the fall of 2008 as an Associate Professor and the MSAL Program Coordinator. He was on the sport management faculty at The Ohio State University, the University of Florida, and Iowa State University over the previous 11 years. He has taught classes in sport consumer behavior, sport marketing, media and branding in sport, sport business/finance, sport management, legal aspects of sport, research methods and evaluation, among others.

    Dr. Trail has worked as a consultant in the area of sport consumer behavior for professional teams such as the Arizona Diamondbacks, Philadelphia Phillies, Seattle Storm, Washington Stealth, and Baltimore Orioles. He has also consulted with the Champions Tour, the McDonalds LPGA classic, the Boeing Classic, and many NCAA Division I athletic departments (University of Florida, Iowa State, Ohio State, University of Texas, University of Delaware, among others).

    His main area of research focuses on sport consumer behavior and he has published over 60 book chapters and articles in journals such as the Journal of Sport Management, Sport Management Review, International Journal of Sport Management and Marketing, International Journal of Sport Management, International Journal of Sport Communication, and Sport Marketing Quarterly. His latest book, Sport Consumer Behavior, written with Jeff James, was updated in 2012. Dr. Trail is on the editorial board or is a reviewer for nine different journals.

    Dr. Trail earned his Ph.D. in Sport Management from Ohio State, his Master's in Physical Education from Whitworth College, and his Bachelor's in Psychology from the University of Puget Sound. He taught K-12 PE for 4 years at St. George's School in Spokane in the early 90's, where he also coached volleyball, basketball, and baseball. He also was a volunteer assistant coach for the Whitworth College women's basketball team for a year.

    Teaching and Research Interests

    Featured Publications

        Kim, Y. K., Trail, G. T., & Magnusen, M. J. (in press). Transition from motivation to behavior: Examining the moderating role of identification on the relationship between motives and attendance. International Journal of Sport Marketing and Sponsorship.
        Shapiro, S., Ridinger, L., & Trail, G. T. (2013). An analysis of multiple spectator consumption behaviors, identification, and future behavioral intentions within the context of a new college football program. Journal of Sport Management, 27, 130-145.
        Uhlman, B. T. & Trail, G. T. (2012). An analysis of the motivating factors of Seattle Sounders FC season ticket holders: A case study. Sport Marketing Quarterly, 21, 243-252.
        Trail, G. T., Kim, Y. K., Kwon, H. H., Harrolle, M. G., Braunstein-Minkove, J. R., & Dick, R. (2012).    The effects of vicarious achievement and team identification on BIRGing and CORFing: Testing mediating and moderating effects. Sport Management Review 15(3), 345-354.
        Lee, D., & Trail, G. T. (2012).  Confirmatory analysis of the athletic team merchandise model.  Measurement in Physical Education and Exercise Science, 16(2), 101-118.
        Kim, Y. K., & Trail, G. T. (2011). Factors influencing spectator sport consumption: A case of NCAA women's college basketball. International Journal of Marketing and Sponsorship, 13(1), 60-82.
        Lee, D., & Trail, G. T. (2011). The influence of personal values and goals on cognitive and behavioral involvement in sport. Journal of Sport Management, 25, 593-605.
        Kim, Y. K., Trail, G. T., & Ko, Y. J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management. 25, 576-592. 
        Kim, Y. K., Trail, G. T., Woo, B., & Zhang, J. J. (2011). Sport consumer-team relationship quality: Development and psychometric evaluation of a scale. International Journal of Sports Marketing and Sponsorship, 12(3), 254-271.
        Lee, D., & Trail, G. T. (2011). A theoretical model of team-licensed merchandise purchasing (TLMP). ICHPER-SD Journal of Research, 6(1), 62-67.
        Braunstein-Minkove, J. R., Zhang, J. J., & Trail, G. T. (2011). Athlete endorser effectiveness: Model development and analysis. Sport, Business, and Management: An International Journal, 1, 93-114.
        Kim, Y. K., Trail, G. T. (2011). A conceptual framework for understanding relationships between sport consumers and sport organizations: A relationship quality approach. Journal of Sport Management, 25, 57-69.
        Lee, D., Trail, G. T., Kwon, H. H. & Anderson, D. F. (2011). Consumer values versus perceived value: Relationships among items from the MVS, PRS, and PERVAL scales. Sport Management Review, 14, 89-101.
        Kim, M., & Trail, G. T. (2010). The effects of service provider employment status and service quality exchange on perceived organizational image and intention to attend a game. Sport Management Review, 13, 225-234.
        Harrolle, M. G., Trail, G. T., Rodríguez, A., & Jordan, J. S. (2010). Conative loyalty of Latino and Non-Latino professional baseball fans. Journal of Sport Management, 24, 456-471.
        Kwon, H. H., & Trail, G. T. (2010). Winning, spectator mood, and unplanned buying of sport-team licensed apparel: A dual information processing perspective. International Journal of Human Movement Science, 4, 49-64.
        Kim, Y. K. & Trail, G. T. (2010). Constraints and motivators: A new model to explain consumer behavior. Journal of Sport Management, 24, 190-210.

        Kim, M., & Trail, G. T. (2010). The effects of service provider gender and rater gender on perceptions of service quality. International Journal of Sport Management, 11, 55-70.