การศึกษากลยุทธ์การประชาสัมพันธ์สโมสรฟุตบอลอาชีพในการแข่งขันไทยพรีเมียร์ลีก ประจำปี 2554 / อุเทน แก้วกัณหาเดชากุล = A study of public relations strategy for Professional Football Clubs in Thai Premiere League. Be.2554 / Uthen Kaewkanhadechakul
The purpose of this study was to study the public relations strategies for Professional Football Clubs. The samples was 7 Professional Football Clubs in Thai Premiere League. B.E.2554, chosen by Stratified Random Sampling, and 400 spectators chosen by Accidental Sampling. Questionnaire and interview were used to collect data. The collected data was statistically analysed by using frequency distribution, percentage, means and standard deviation. The results were found as follow: 1.The public relations strategies used by Professional Football Clubs were 1) Various Media strategies, 2) Special Events strategies 3) Image Building strategies and 4) Recognitions strategies. 2.The spectators’ perception through different strategies was found at different levels. The perception through Various Media Strategies, Image Building Strategies, and Recognitions Strategies was found at medium level with means (X̅) of 3.08, 2.99, and 2.69; standard deviation (S.D.) of 0.83, 0.70 and 0.88, respectively. While the perception through Special Events Strategies was found at low level with means (X̅) of 2.53 and standard deviation of (S.D.) 0.99.
