Perceived Benefits of Trademark Infringement Law to Thai Sports Industry

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 was characterized by an initial quantitative phase of data collection by the questionnaire with 300 participants by selecting through nonprobability 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. Conclusion. An improved understanding and application of trademark infringement law would benefit the Thai sports industry.