A MODEL OF SPORTS MARKETING MANAGEMENT OF BEVERAGE INDUSTRY ENTREPRENEURS IN SPORTS SPONSORSHIP UNDER COVID-19 CRISIS
Keywords:
Sport Marketing Management, Covid-19 Crisis, Beverage IndustryAbstract
The research was aimed at studying developing and checking validity of for indicators sports marketing management of beverage industry entrepreneurs in sports sponsorship under Covid-19 crisis. The questionnaire was constructed as a research tool to collect data on a total of 1,069 beverages, with an actual sample size of 540 beverage industry entrepreneurs in Thailand at the end of December 2020, from hierarchical probabilistic random sampling with stratified pattern and non-probabilistic convenience sampling. The research finding indicated that the model of sports marketing management of beverage industry entrepreneurs in sports sponsorship under Covid-19 crisis was developed with empirical data, consisting of 27 indicators in 9 factor components as factor 1: sponsorship support efficiency, factor 2: brand engagement, factor 3: brand image enhancement, factor 4: athlete, factor 5: fan club, factor 6: activity, factor 7: channel of communication, factor 8: convenience and factor 9: organization governing. Each factor had its convergent validity because the construct reliability was more than 0.60 and the factor loading was also over 0.30.
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