Abstract:
Background. The sports industry is comprised of a multitude of for-profit and non-profit organizations. It is therefore unsurprising that there are disputes between organizations and that some of these disputes center on the use of trademarks.
Objectives. This study seeks to identify the perceived benefits of trademark infringement law in the Thai sports industry.
Methods. This study employed a mixed-method design. In the quantitative phase w:as char:acterized by an initial quantitative phase of data collection by the questionnaire with 300 participants by selecting through non-probability sampling, and analyzed with the descriptive statistic and factor analysis research method. In the qualitative phase, two people with legal expertise, two entrepreneurs, and two consumers participated in semi-structured interviews.
Results. The results of the quantitative phase identified seven key components: 1) Ethics; 2) Needs; 3) Attitudes and values) 4. Product; 5) Society; 6) Law, and 7) Economics with a total cumulative variance of 71.957 percent. The qualitative data confirmed the quantitative findings.
Conclusions. An improved understanding and application of trademark infringement law would benefit the Thai sports industry.
Machine summary:
Perceived Benefits of Trademark Infringement Law to Thai Sports Industry 1Oam To-aj*, 1Prasertchai Suksa-ard 1Faculty of Social Sciences and Humanities, Mahidol University, Salaya, Nakhonpathum, Thailand.
This study seeks to identify the perceived benefits of trademark infringement law in the Thai sports industry.
The results of the quantitative phase identified seven key components: 1) Ethics; 2) Needs; 3) Attitudes and values; 4) Product; 5) Society; 6) Law and 7) Economics with a total cumulative variance of 71.
An improved understanding and application of trademark infringement law would benefit the Thai sports industry.
KEYWORDS: Trademarks, Sports Industry, Sports Law, Sports Economy, Sports Products, Sports Society, Sports Ethic, Infringement INTRODUCTION The sport industry is comprised of a multitude of organizations.
Trademark infringement in sport is an economic crime due to changes from globalization and the information technology era, and these changes cause violations to occur very quickly which has led to the continuous development of so-called intellectual property (4).
The purpose of the study is to identify the perceived benefit of trademark infringement law to Thai sports industry.
The survey consisted of external factors (economic, social, law, product, and attitude and value) and internal factors (ethics and needs) related to the perceived benefits of the trademark infringement law.
Table 1 shows the testing result of KMO and Bartlett’s Test of analyzing the perceived benefits of trademark infringement law.
The factor analysis on the use of the trademark infringement law among sports-industry stakeholders is shown in Table 2.
• An improved understanding and application of trademark infringement law would clearly benefit the Thai sports industry.