The Factors Contributing to Brand Image of Sport Teams in Thailand

Pornchai Trusjaithum ； David K. Stotlar ； Issadee Kutintara ； Archavit Choengklinchan

《Asian Sports Management Review》 13期 (2018/12) Pp. 14-20

摘要

In general, running a business is not an easy thing to do. Each professional football club in Thailand which must be registered as a business organization according to the law needs to find the way to sustainably survive and continuously grow. There are several aspects, strategies, and methods to manage sport organization such as professional football team in Thailand. Building a strong brand for sport team is one of them. The objective of this study is to find the factors contributing to brand image of sport teams in Thailand. Mixed methodology was utilized as the guiding model for the data collection, analysis and interpretation process for this research. The research instruments were interview forms and questionnaires. For quantitative procedure, semi-structured interview with 12 experts in Thailand's professional football industry was conducted and for quantitative procedure. 390 Thai football fans from 13 selected Thai professional football teams were asked to do the questionnaires. Exploratory factor analysis was used to find the results for this research. Four factors contributing to brand image of sport teams in Thailand were leader, competitiveness, social benefits, and morality.

關鍵字

Brand image ； brand personality ； Image of sports team ； Sport brands