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 |
Keywords
- ASEAN Football Federation
- AFF
- Suzuki Cup
- Nation brading
- Thailand
- War elephants
- Country rebranding
- Soccer
- Brand perceptions
- National football teams
- Negative brands