The Attitude of Thai Football Fan toward M-150 Brand for Being Sponsorship of Thai Football
Keywords:
Attitude, Sport Sponsorship, FootballAbstract
The objectives of this research is to study the attitude of Thai football fan toward M-150 brand for being sponsorship of Thai football and to compare the attitude of Thai football fan toward M-150 brand for being sponsorship of Thai football. This is a survey research. The sampling of this research were Thai football fans both male and female who were the audiences in Thai league 1 and Thai league 2 competitions for 2018 season. Convenience sampling was used as the data collection methodology and 400 samples were collected. The tools used in the study were questionnaires. Data were analyzed in terms of mean, standard deviation, the comparing by using the t-Test, and the F-Test by using One-way ANOVA. The results indicated as follows: 1) The study result of perceiving brand components in brand recognition: eighty-six percent of Thai football fan knew M-150 brand, they used to drink M-150 product, and more than eighty-six percent of them could remember the M-150 logo. 2) The study result of perceiving M-150 brand for being sponsorship of domestic football: Ninety-eight percent of Thai football fan knew that M-150 was a sponsor of Thai football national team and also Thai professional leagues. And 3) The comparing result of Thai football fan attitude toward M-150 brand as a sponsorship of domestic football: According to sex and age, the study has found that the level of significant in the difference was .05.
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