Rebranding Thailand through Football – Food for Thought?

International Journal of Entrepreneurship and Small Business, Vol. 25, No. 1, 2015

17 Pages Posted: 11 Apr 2015 Last revised: 5 Jan 2017

See all articles by Nnamdi O. Madichie

Nnamdi O. Madichie

School of Business, Law and Social Sciences, University of Abertay, Dundee

Chris Mbah

American University of Nigeria

Date Written: April 9, 2015

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.

Keywords: ASEAN Football Federation; AFF; Suzuki Cup; nation branding; football; Thailand; War Elephants

JEL Classification: L83, M10, M16, M19

Suggested Citation

Madichie, Nnamdi O. and Mbah, Chris, Rebranding Thailand through Football – Food for Thought? (April 9, 2015). International Journal of Entrepreneurship and Small Business, Vol. 25, No. 1, 2015. Available at SSRN: https://ssrn.com/abstract=2592700

Nnamdi O. Madichie (Contact Author)

School of Business, Law and Social Sciences, University of Abertay, Dundee ( email )

Bell Street
Dundee, DD1
United Kingdom

HOME PAGE: http://https://www.abertay.ac.uk/schools/school-of-business-law-and-social-sciences/

Chris Mbah

American University of Nigeria ( email )

Chair, Marketing and Business Administration
School of Business and Entrepreneurship
Yola,
Nigeria

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