Exploring Indicators of Relational Capital and Environmental Forces in Marketing Model Impacting Sports Sponsorship

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Pongsakorn Chunphiphatphong


Indicators of the relational capital and environmental forces in the marketing scenario explored in the study were surveydevelopment for Thailand’s corporate businesses through relational capital. The inclusive research objective was the development and validity check of a marketing model impacting sports sponsorship from 645 marketing executives on sports sponsorship. The statistics of SPSS (16.0) and Amos (6.0) analysis were used for interpretation. They used descriptive statistics and the techniques of CFA and PLS in the research study. Scenario findings indicate that the relational capital and environmental forces model in marketing were aligned with historical academic reviews comprising 43 indicators. Each factor has a constructed validity value that passed more than 0.60, and the extract validity constructed reliability value passed more than 0.40. Finding indicators expected to support the path to sports sponsorship success locally, regionally, and globally through relational and environmental strategies. Overall, relational capital and environmental forces in marketing had a significant effect on performance. The findings might help stakeholders implement relational and environmental marketing properly and reallocate resources appropriately.

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How to Cite
Chunphiphatphong, P. (2024). Exploring Indicators of Relational Capital and Environmental Forces in Marketing Model Impacting Sports Sponsorship. NIDA Case Research Journal, 14(1). Retrieved from https://so04.tci-thaijo.org/index.php/NCRJ/article/view/268755
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