Rebranding Thailand through football-food for thought?
Inderscience Enterprises Ltd.
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. Copyright © 2015 Inderscience Enterprises Ltd.
This article is not available at CUD collection. The version of scholarly record of this article is published in International Journal of Entrepreneurship and Small Business (2015), available online at: https://doi.org/10.1504/IJESB.2015.068772.
ASEAN football federation, Football, Nation branding, Suzuki cup, Thailand, War elephants
Madichie, N. O., & Mbah, C. (2015). Rebranding Thailand through football-food for thought? International Journal of Entrepreneurship and Small Business, 25(1), 1–17. https://doi.org/10.1504/IJESB.2015.068772