Abstract
The purpose of this exploratory study is to highlight the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation-especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image.
| Original language | English |
|---|---|
| Pages (from-to) | 1-17 |
| Number of pages | 17 |
| Journal | International Journal of Entrepreneurship and Small Business |
| Volume | 25 |
| Issue number | 1 |
| Early online date | 10 Apr 2015 |
| DOIs | |
| Publication status | Published - 10 Apr 2015 |
| Externally published | Yes |