Proceedings 16th Asian Association for Sport Management Conference

16tAsian Association for Sport Management Conference 19-20 August 2021 A STUDY ON THE CORRELATION BETWEEN BRAND IMAGE AND BRAND EQUITY ON CONSUMERS’ PURCHASE INTENTION: USING ATHLETES’ SELF-CREATED BRANDS AS AN EXAMPLE Liu Wan-Chen Page | 199 National Taiwan Normal University, Taiwan [email protected] The growing popularity of sports in Taiwan has led to a gradual boom in sports- related industries. In recent years, the sports industry has been influenced by COVID-19 and has become an era of digital transformation and development, making it increasingly popular for consumers to shop via the Internet. This study aims to investigate the relationship between brand image, brand equity and purchase intention of athletes’ self-created brands. A survey was conducted through an online questionnaire, using a snowball sampling method toward respondent that purchase athletes’ self-created brand products as the target population. The data was analyzed with Pearson correlation analysis and hierarchical regression analysis which led to the following Discussions: Brand image, brand equity and purchase intention are highly correlated, indicating a significant correlation between the three. Brand equity has a mediating effect on the relationship between brand image and purchase intention. When brand equity is high, it can strengthen the influence of brand image on purchase intention; when brand equity is low, brand image plays a particularly important role, when consumers brand equity is increased, it will in turn affects purchase intentions. Based on this, it is recommended that the self-created brands should continue to stabilize their main consumer demographic and expand other consumer segments. They should consider their specificity and choose diverse marketing strategies to enhance the brand image of their self-created brands, so that consumers will be willing to purchase and repurchase in order to expand the self-created brand market. Keywords: Athletes, self-created brand, brand image, brand equity, purchase intention References Aaker, D. A. (1991). Managing brand equity. New York: Free Press. Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 612. Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17(1), 110–119. Keller, K. L. (1993). Conceptualizing, measuring and managing customer–based brand equity. Journal of Marketing, 57(1), 1–22. Kotler,P., & Armstrong, G. (1996). Principles of marketing (7th ed.). New Jersey: Prentice- Hall Internation, Inc. Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28–36.

16tAsian Association for Sport Management Conference 19-20 August 2021 THE WORK COMPETENCIES OF INSTRUCTORS IN THE Page | 200 INSTITUTE OF PHYSICAL EDUCATION Chaturong Hemara1, Umaporn Kong u-rai2, Gosol Rodma3, and Preeyanat Buathongchan4 1Faculty of Education, National Sports University Lampang Campus, Thailand 2Faculty of Arts, National Sports University Lampang Campus, Thailand 3Faculty of Education, National Sports University Phetchaboon Campus, Thailand 4Faculty of Arts, National Sports University Krabi Campus, Thailand [email protected] Abstract The purposes of this research were 1) to study the work competency of instructors of the Institute of Physical Education 2) to study the needs assessment to develop the work competency of instructors in the Institute of Physical Education. This research is a survey research. The sample group used in this study was the Instructors of the Institute of Physical Education. The sample size was 245 using Darwin Handel's table. The samples were obtained by stratified random sampling. Studying the documents and determining the work competency of instructors of the Institute of Physical Education and ask the opinions and a questionnaire on the needs assessment to develop the work competency. Data were analyzed using descriptive statistics and analyze mean, standard deviation and calculating the Priority Needs Index. (Priority Needs Index; PNI) The results of the research showed that the work competency of instructors of the Institute of Physical Education consisted of 1) Learning management 2) research 3) Use and technology development 4) Promoting a learning society 5) Academic services 6) Community service and 7) Preservation of art and culture. As for the needs for the development of work competency, it was found that the highest needed item was learning management (PNI = 0.38), research (PNI = 0.37), promoting a learning society (PNI = 0.35, PNI=5.12), academic services (PNI = 0.35, PNI=4.99), Use and technology development (PNI = 0.33), community service (PNI =0.32, PNI=4.64) and, preservation of art and culture (PNI = 0.32, PNI=4.57) respectively. Keywords: Competencies, The work 1. INTRUDUCTION Modern human resource development has given priority to competencies. The competencies as a factor or criterion for measuring the potential or the ability of the person as well as used as an element in employee development. David Mc Clelland, a psychologist from Harvard University in the United States, has described the relationship between good characteristics of people in an organization and the level of skills, knowledge, and good characteristics. Later, these concepts were applied to by specifying the basic factors in a position, what basic skills, knowledge, capabilities or behaviors are required and which level? Therefore, that person will have good characteristics for performing their work efficiently and achieving the objectives of the organization. (Sukanya, 2005) Institute of Physical Education have important mission about the production of graduates, research, and academic services to the community and preservation of art and culture and produce graduates with quality according to the educational management standards of the Office of the Higher Education Commission. Therefore, The Institute of

16tAsian Association for Sport Management Conference 19-20 August 2021 Physical Education has operated according to the mission efficiently and according to the crisis of the number of students decreased which causes the budget to be reduced while the standard of education must be qualified to meet the standards of quality assurance, from this context, the work competencies of Instructors are important for to meeting the mission of the Institute of Physical Education. (Panomprai, 2007; Pornsawan, 2007) Pasin (2011) said that the quality of graduates depends on the efficiency of teachers, \"Raising the quality of Thai Page | 201 higher education to produce and develop quality personnel to the labor market and develop higher education potential in creating knowledge and innovation in order to increase the country's competitiveness in globalization \" From the reasons, The researcher is interested in studying the work competencies of the Instructors in the Institute of Physical Education and this process will be important information for the development of Instructors which will affect the development of graduate quality. Research objectives: 1. To study the work competencies of instructors in the Institute of Physical Education. 2. To study the needs assessment to develop the work competencies of instructors in the Institute of Physical Education. 2. LITERATURE REVIEW 2.1 Needs Assessment Needs assessment is the process of Gap Analysis or analysis of the differences between the current condition and the desired or expected condition in order to fill up the gap. The needs assessment is a systematic evaluation in order to identify the differences or the outcome gaps between the expected condition and the real condition at present. (Suwimon Wongwanich, 2007) Stuflebeam, et al. (1985) defined and summarized that the needs mean things that need to be responded to or that become useful after getting responded. The definition of needs can be categorized based on four aspects as follows. 1) On the discrepancy aspect, the needs mean the difference during the action plan or the Desired Performance and the action or the Observed Performance. 2) On the democracy aspect, the needs mean the desire or want of the majority which can be considered as a reliable reference group. 3) On the analysis aspect, the needs mean information of a thing or an organization upon which competent personnel can make a judgment that it is very important for the organization and thus creates development in the organization. 4) On the diagnosis aspect, the needs mean something that a person judges as a flaw or Deficiency of Absence, and the person can prove that the “Deficiency of Absence” can be harmful to the organization. The definition of needs can be summarized as follows. The “needs” is differences between the expectancy and the fact at present. It is the condition that requires development, improvement, and revision based on the perception of the group of people who provide the information for such purposes. The researcher utilizes such a concept in studying the needs for developing the competency. 2.2 Concept on Competency The good or poor competencies relied on the inner characteristics of the person such as attitude, value, belief, skills, ability, knowledge, etc. They play an important part and thus influence the behavior and the achievement of the working personnel. These things come

16tAsian Association for Sport Management Conference 19-20 August 2021 from experience, upbringing, education, hearing, and seeing which accumulate to be the inner characteristics of the persons. Therefore, development or changes that make the person perform better and be successful is not easily built. It requires time and it is the initiation of attention paid to the competency building of people. (David, 1973) Chuchai Smitikrai (2013) divides the type of personnel competency into three types as shown below. Page | 202 Core Competency is the competency that all personnel (in all fields, units, or positions) in the organization need to have. Functional Competency is the competency which is knowledge, ability, and necessary skills to perform the task in a field such as the personnel who work in the supplies section need to have competency in supply duties. Role Competency is the competency that personnel at the administrative level need to have in order to perform their responsibilities and roles as administrators efficiently. Some organizations may call this competency Management Competency. The review of literature on the type of competency shows that the type of competency can be considered from the principle of organization goals. All personnel must have a competency- based on the organization’s goals which is the core competency Therefore, teaching and researching are considered as the core competency while the other competency is considered as minor competency or called differently as functions or job competency. For example, the personnel who work in the Student Affairs Section need to be competent in their fields of student affairs. 3. Methodology Step 1: Study of work competencies of Instructors in the Institute of Physical Education 1. Study the duties of the Instructors at the tertiary level. 2. Study of the mission of the Institute of Physical Education 3. Drafting the capacity of Instructors in the Institute of Physical Education 4. Ask 5 experts about the competencies of the Instructors in the Institute of Physical Education to check the content validity by analyzing the Index of Congruence (IOC) and the results is equal 1 in every item. Step 2: Study the needs of competencies development of Instructors in the Institute of Physical Education Population 668 Instructors from Institutes of Physical Education (17 campuses) Sample The sample size was calculated using Darwin's table (1977). The minimum sample size was 245 persons. In this research, the researchers collected data from 250 samples and stratified random sampling. Research tools. Questionnaire about the need for development of work competencies of the Institute of Physical Education instructors divided into 2 parts as follows: Part 1 General information of the respondents, including gender, age, academic position, burden work etc. Part 2 Questionnaire about the need for the development of competencies of Instructors. The questionnaire to choose from rating scale, which is the highest, high, medium, low and lowest. Validity checking The researcher brought the questionnaires to 5 experts to check the content and consider the suitability of the language and analyzing the Index of Congruence (IOC). The IOC between 0.8 to 1.0.

16tAsian Association for Sport Management Conference 19-20 August 2021 Reliability checking The questionnaire was used to experiment with 30 Instructors Page | 203 members of the Institute of Physical Education that were not samples. Analyze reliability by using the Cronbach's alpha coefficient. It was equal to 0.96, which has a high level of reliability. (Garrett, 1966) Data analysis Part 1 General information data were analyzed using frequency distribution method and percentage. Part 2 Assessment form for the need for development of competencies of Instructors. Data analyzed by mean, standard deviation and calculating the Priority Needs Index. 4. RESULTS Part 1 The results of the work competencies of the Instructors in the Institute of Physical Education found that the consists of 7 aspects as follows: 1. Learning management 2. Research 3. Use and technology development 4. Promoting a learning society 5. Academic services 6. Community service 7. Preservation of art and culture Part 2 The results of the study of the needs for the development of Instructors' competencies Institute of Physical Education the results shown in Table 1 are as follows: Table 1 Frequency and percentage of respondents classified by various variables Item Number (person) Percentage Gender 141 56.4 Male 109 43.6 Female Age (year) 9 3.6 Under 30 46 18.4 30 - 40 62 24.8 41 - 50 133 53.2 Over 50 Highest education 32 12.8 Bachelor degree 205 82.0 Master's Degree 13 5.2 Ph.D. Teaching experience (year) 22 8.8 Less than 10 69 27.6 10 - 20 159 63.6 More than 20 Academic position 136 54.4 Instructor 99 43.2 Assistant Professor 6 2.4 Associate Professor

16tAsian Association for Sport Management Conference 19-20 August 2021 From Table 1, It can be seen that the majority of the respondents are male (56.4%), aged over 50 years (53.2%), master's degree (82%), more than 20 years for teaching experience (63.6%), and academic position is instructor (54.4%) Table 2 Prioritization of the needs to development of the competencies of Instructors in the Institute of Physical Education Page | 204 Item Expectation Reality PNI mod Needs Rating 0.38 Learning management Χ S.D. Χ S.D. 0.37 PNI 1 Research 3.25 0.78 4.47 0.63 0.35 2 Promoting of learning society 3.22 0.89 4.41 0.74 0.35 5.45 3 Academic services 3.30 0.82 4.45 0.65 5.25 4 Use and technology 3.24 0.90 4.38 0.72 5.12 development 4.99 5 Community service 3.40 0.75 4.51 0.63 Preservation of art and culture 0.33 5.01 6 3.32 0.87 4.38 0.67 7 3.30 0.89 4.35 0.74 0.32 4.64 0.32 4.57 From table 2, It was found that the importance order index (PNI ) is between 0.32 to 0.38, with the most important item being Learning management (PNI = 0.38) Research (PNI = 0.37) and the promotion of learning society (PNI = 0.35) respectively. 5. DISCUSSION The research on the development of work competencies of Instructors of the Institute of Physical Education found that there should be various competencies to cover the mission of the work to be composed, including 1) Learning management 2) Research 3) Promoting of learning society 4) Academic services 5) Use and development technology 6) Community services 7) Preservation of arts and culture. Which is according to the goal of the mission. Which is according to the concept of Spencer & Spencer (1993) that supports the relations between competency and work, and considered the characteristics of each person and behavioral characteristics. Boyatzis (1982) has said that competency is a affects work efficiency. He believes that competency development shows that there are differences in competency levels other than Dale & Hes (1995) said that the competency is the search for causes the best competencies and in order to achieve the expected standards of operation. The needs assessment of Instructors in the Institute of Physical Education on competency base, as according to the skills and knowledge of the Instructors of the Institute of Physical Education and should be self-development to the mission and the workload, and which is consistent with Sukanya (2007), said that reducing the gap between the capacity levels the organization expects and the competency level of employees currently, this way Is one way to help employees develop competency. The needs assessment is an ongoing process to inspect and develop tasks that meet the mission's needs. 6. CONCLUSION The competency of Instructors of the Institute of Physical Education consists of the following: 1) Competencies in learning management 2) Competencies in research 3) Competencies in Promotion of learning society 4) Competencies in academic services 5)

16tAsian Association for Sport Management Conference 19-20 August 2021 Competencies in the using and technology development 6) Competencies in community service and 7) Competencies in preservation of art and culture ACKNOWLEDGEMENTS I would like to express my appreciation to the President of Thailand National Sports University, Assoc. Prof. Dr. Tay Xiang Chi, and Dr. Sriprapai Inchaithep. This work would Page | 205 have been impossible without their supports. I would also like to thank all experts who kindly tested and ensured the quality of research instruments as well as the faculty members of the Thailand National Sports University who cooperated in answering the questionnaire bringing about the progress and leading to the successful completion of this research. REFFERENCES Boyatzis, R.E. (1982). The Competent Manager: A Model for Effective Competencies, John Wiley & Sons. Chuchai Smitikrai. (2013). Training Personnel in the Organization. (8th Edition). Bangkok: Printing House of Chulalongkorn University. Dale, M. & Hes, K. (1995). Creating Training Miracles. Sydney : Prentice Hall. Darwin, H. (1977). American Education Research Association. New York: Mini Presentation. Garrett, H. E. (1966). Statistics. New York: David McKay. David, C. Mc. (1973). Testing for Competence Rather than Intelligence. American Psychologists. 28 (1): 1-14. Pasin Tangchung. (2011). Model of Personnel Competency Development in Education. Bangkok: Dongkamol Publishing. Panomprai Chaiyong. (2007). Motivation for Achievement in Work of Administrators and Instructors in Physical Education Institutions. Central Campus, Academic Year 2007. Supunburi: Supunburi Campus. Pornsawan Srapak. (2007). Academic Administration of Institute of Physical Education, Suphanburi Campus. Supunburi: Supunburi Campus. Spencer, M & Spencer, M.S. (1993). Competence at Work: Models for Superiors Competencies. New York : John Wiley & Sons. Stuflebeam, D.L., (et all). 1985. Conducting Educational Needs Assessment. Boston: Kluwer Nijhoff Publishing. Sukanya, Rasameechote. (2007). Human Resource Management with Competency-Based HRM. Bangkok: National Institute of Productivity. Sukanya Rasameechote. (2005). Guidelines for Human Potential Development with Competency. (2nd Edition). Bangkok: National Institute of Productivity. Suwimon Wongwanich. (2007). The Research to Evaluate the Needs. (2nd Edition). Bangkok: Printing House of Chulalongkorn University.



ORGANIZING COMMITTEE OF THE 16TH ASIAN ASSOCIATION FOR SPORT MANAGEMENT Asst. Prof. Dr.Siriporn Sasimontonkul Consultant Assoc. Prof. Dr. Supitr Samahito Consultant Dr. Chai Nimakorn Consultant Dr. Pongsak Swatdikiat Consultant Dr. Vichakorn Hengsadeekul Consultant Dr. Gongsak Yodmani Consultant Asst. Prof. Dr. Issadee Kutintara Chairman Assoc. Prof. Dr. Sid Terason Committee Dr. Phennipha Phunsawat Committee Dr. Sarayut Noikasem Committee Dr. Pornchai Trusjaithum Committee Mrs. Monthanee Ubolsing Committee Miss Kanokwan Khatpho Committee Miss Thanaporn Soontornthum Committee Miss Thitirat Noonoi Committee Miss Patcharakorn Kampangsomboon Committee Miss Dolnapa Karak Committee Miss Chayapa Siboonnan. Committee Mr. Chiraphassakorn Sripinpao Committee Mr. Tanongsak Joiroi Committee Ms. Srisuda Seatung Committee Mr. Pisit Nuttee Volunteer Mr. Darongpan Apiromwilaichai Volunteer Mr. Suriya Rajakhun Volunteer Ms. Suttinee Sriburi Volunteer 1Lt. Chanatip Sonkham Volunteer Dr.An Uesugi Secretary and Committee Mr. Worawit Pumpaeng Deputy Secretary Mr. Jeeraphan Manorom Deputy Secretary