CONTRIBUTING FACTORS TOTHE SUCCESS OF FOOTBALL CLUBS IN THETHAI LEAGUE
Keywords:
Brand Endorsement, Internationalization, Football Club Success, Thai LeagueAbstract
The purpose of this research is to study the factors contributing to the success of football clubs in the Thai League. Data were collected from 457 football spectators who hold season (yearly) tickets of 5 football clubs that had the highest number of spectators in the 2016 season. The data were analyzed using descriptive statistics and the hypotheses were tested using Confirmatory Factor Analysis and Structural Equation Modeling (SEM).
The research found that the majority of spectators were male in the age group between 26 and 32 years old, holding a Bachelor’s degree, owning a business/working freelance, and earning around THB 20,001 - 25,000 per month. For brand endorsement, the factor that received the highest agreement score was that “the clubs named using the province name (single brand) would make the club members feel pride. For internationalization, the factor that received the highest agreement score was “having foreign players at the club would help to attract people to become club members”.
The results of the hypothesis test revealed that brand endorsement and the internationalization of the football clubs had a positive influence on their success in the Thai League at a significance level of 0.05.
References
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