Attitudes and Integrated Marketing Communications Effecting to Fan Club’s Product Loyalty of SCG Muangthong United Football Club in Bangkok, Nonthaburi Province and Pathum Thani Province

Abstract

The objectives of this research were 1) to study the personal factors are affected the fan club loyalty to the product 2) to study the attitude are affected the fan club loyalty and 3) to study the integrated marketing communication are affected the fan club loyalty. The samples of this research were 400 fan club of SCG muangthong united football club in Bangkok, Nonthaburi and Pathum Thani by two-stage cluster random sampling and the research instrument was a questionnaires, statistic used for data analysis and hypothesis testing by multiple regression at the 0.05 level significance. This research found that the samples of fan club are mostly male, aged between 31-40 years, a graduated bachelor degree, a career as an private employees, revenue is 27,001-33,000 baht are mostly to have a member period 1-3 years, frequency of purchase is a long purchase. The budget for each product 501-1000 baht to buy the most home kits and purchase products for their own use. The factors were affecting the product loyalty of attitude are age, attitude as perception aspect, emotional aspect, propensity toward the behavior aspect and integrated marketing communication as social media aspect, special event aspect and merchandising aspect. For the factors were affecting the consumers are emotional attitude, behavioral propensity and integrated marketing communication as public relation and advertisement aspect, social media aspect, special event aspect and merchandising aspect.