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THE INTERNATIONAL MARATHONS BRANDING CREATION MODEL OF THAILAND 

THE INTERNATIONAL MARATHONS BRANDING CREATION MODEL OF THAILAND 

by Khwanruethai Krongyut; ขวัญฤทัย ครองยุติ; Therdchai Choibamroong; เทิดชาย ช่วยบำรุง

Title:

THE INTERNATIONAL MARATHONS BRANDING CREATION MODEL OF THAILAND 
THE INTERNATIONAL MARATHONS BRANDING CREATION MODEL OF THAILAND 

Advisor:

Therdchai Choibamroong
เทิดชาย ช่วยบำรุง

Issued date:

7/1/2022

Publisher:

National Institute of Development Administration

Abstract:

The purpose of this research were to 1) analyze the branding creation processes and the projected brands of the international marathon events, 2) evaluate the perceived brand image of the international marathon events, 3) evaluate the effectiveness of branding strategies of the international marathon events, and 4) propose the international marathons branding creation model of Thailand. Mixed methodology was employed in this study. Researcher gathered 400 sets of questionnaires from runner who participate in Khon Kaen international marathon, Chombueng Marathon, and Laguna Phuket International Marathon to collect quantitative data. Semi-structured interviews and focus group were also conducted to collect qualitative data from 10 event organizers. Coding analysis was used for the interview and focus group results, whereas descriptive statistics (i.e. frequency, percentage, mean, and standard deviation) and inferential statistics (i.e. paired sample t-test, ANOVA, and multiple regression) were employed for the analysis of quantitative data. The research results revealed that 1) Current international marathon branding creation process is: (1) theme creation, (2) development of event elements, (3) event communication, and (4) performance evaluation. The projected brand image of the Thailand international marathon is ‘a world class marathon standard for amity and healthy’. 2) Before participation, runners perceived moderate brand image in terms of standard, universality, and friendship respectively while perceived low brand image in terms of health, and overall. After participation, runners perceived moderate brand image in terms of universality, friendship while perceived low brand image in terms of health, standard, and overall respectively. 3) White ocean strategy were high effectiveness following by integrated marketing communication strategy, and content marketing strategy respectively. Product differentiation strategy were moderate effectiveness following by cost leadership strategy and influencer marketing strategy respectively. Additionally, increasing use of white ocean strategy has the most impact on intention to revisit following by product differentiation strategy, content marketing strategy, and integrated marketing communication strategy influence respectively. 4) The model of the international sport event branding creation in Thailand was developed in 9 step: (1) explore the venue, (2) brand essence, (3) brand identity, (4) brand positioning, (5) brand elements, (6) brand strategy, (7) brand delivery, (8) brand alliance, and (9) brand valuation.  
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Keyword(s):

Branding creation model
International marathon
Marathon branding

Type:

Text

Language:

eng

URI:

https://repository.nida.ac.th/handle/662723737/5698
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



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  • Dissertations, Theses, Term Papers [192]

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Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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