THE IMPACT OF POSITIONING, IMAGE, BRAND EQUITY AND PUBLIC RELATIONS ON THE TREND IN CHEERING HI-TECH BASKETBALL CLUB
Article Sidebar
Main Article Content
Abstract
Objective: This study aims to study brand positioning, brand value, and brand image and public relations that are related to the trend in choosing to cheer for Hi-Tech Basketball Club.
Method: Use an online survey as a tool to collect data from a sample group of 400 Hitech Basketball Club fans. The survey was distributed through the Inbox Page of the Hitech Basketball Club fans followed on Facebook. Analyzing the obtained data to find the percentage, standard deviation, and Pearson correlation coefficient.
Result: The study of the opinion level of the sample group showed that the overall opinions on brand positioning of the Hitech club, brand image of the Hitech club, brand value of the Hitech club and trend in selecting Hitech club as a support team are rated highly. In general, opinions on sports promotion are of moderate importance. The hypothesis test results showed that brand positioning of the Hitech club (r=0.533), brand image of the Hitech club (r=0.676), brand value of the Hitech club (r=0.705), and sports promotion (r=0.710) have a statistically relationship with the trend in selecting the Hi-Tech team as a support team at the significant level 0.01.
Conclusion: All factors correlated with the tendency to choose to cheer for hi-tech clubs. The factors most correlated with the tendency to choose to cheer for hi-tech clubs were sports publicity, followed by the value of the hi-tech club badge, the image of the hi-tech club badge, and the club's positioning, respectively.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Angsuchot, S. (2013). Techniques for Analyzing Relationships Between Variables. Retrieved September 12, 2022, from https://shorturl.asia/1tMDl
Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22, 205-226.
Bumrungpanictaworn, A. & Leenoi, P. (2020). The factor affecting towards attending the Basketball as the spectator in Thailand. https://research.bkkthon.ac.th/abstac/ab_21052563134453.pdf
Chaiyo, W. (2010). A study of public relation media using guidelines for faculty of education and development sciences Kasetsart University Kamphaengsaen Campus. (Online). Retrieved November 5, 2022, from https://shorturl.asia/BpJ1Y
Chatree, C. (2019). Public Relations and Marketing Through Social Media by Using Facebook. (Online). Retrieved November 5, 2022, from https://shorturl.asia/GLOal
Chutong, R. and Tongwassanasong, N. (2018). Public Relations System and Promoting Tourism by Use Signal Indicators. Nakhon Pathom: Rajamangala University of Technology Rattanakosin
Cronbach, L. J. (1970). Essentials of Psychological Testing. New York: Harper & Row.
Hitech Basketball Club. (2022). History of Hitech Basketball Club. (Online). Retrieved 8 May, 2022, from https://www.facebook.com/hitechbasketballclub
Jefkıns, F. (1993). Public Relations Techiniques. London: Potman Publisher.
Kapferer, J. N. (1997). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. New York: Simon and Schuste.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Kotler, P. (2003). Marketing Management (11th ed.). New Jersey: Prentice-Hall.
Laohasinnarong, S. (2015). Influence of Brand Equity on AIDA (Attention, Interest, Desire, and Decision) to Buy Brand Name Products. (Online). Retrieved November 5, 2022, from https://shorturl.asia/OfX1h
Matasirat, N. (2017). Positioning Image and value That affects the trend in cheering Club Bangkok United in Bangkok. (Online). Retrieved November 5, 2022, from https://shorturl.asia/g7Wuf
Phitisan, P. and Jinaphan, P. (2015). Product Placement on Instagram- Factors, Impacts and Results. (Online). Retrieved November 5, 2022, from https://shorturl.asia/EVijM
Rattanaviriyachai, B. (2015). Personnel Quality Development Plan and Professional Basketball League Foundation in Thailand under the Name of Thailand National Basketball League. (Online). Retrieved November 5, 2022, from https://shorturl.asia/UHTmv
Sereewattana, N. (2020). Brand Image, Service Quality and Brand Equity Influencing on and Buying Decision on Thailoyalty Denmark Milk Land Product Users in The Bangkok Metropolitan Area. (Online). Retrieved November 5, 2022, from https://shorturl.asia/JTRrU
Sirirattanasuwan, J. (2017). Brand equity, knowledge acquisition from social media, and electronic word of mouth volume affecting decision to purchase motorcycles of customers in Bangkok. (Online). Retrieved November 5, 2022, from https://shorturl.asia/jYfET
Sukpun, N. and Taweesuk, P. (2016). Overall Image and Integrated Marketing Communication That Affect a Fan Loyalty of The Thai Football Premier League. Suthiparithat Journal, 30, 227-243.
Wongmonta, S. & Techkana, C. (2007). In depth with brands. Bangkok: Than Books.