The research is aimed to analyze the factors required for building ASEAN identity which composes of a combination of core identity elements (e.g. logo, ASEAN secretary- general, office location, core policy) and extended identity components (e.g. economic cooperation in various aspects) among Thai SME entrepreneurs. The survey research is applied to collect the data from 1,027 systematically selected samples. Factor Analysis reveals six extracted identity-creating factors which are composed of 3 core identity groups and 3 extended identity groups. The three extracted factors of ASEAN core identity are (1) ASEAN name & positioning, (2) Logo, office location, ASEAN personnel, and (3) news releases regarding regional cooperation. And, the other three extracted factors of ASEAN extended identity are (1) SME cooperation, (2) other economic cooperation, and (3) free trade and investment liberalization. This combination, nevertheless, when forwarded to SME entrepreneurs, needs to be on the balanced basis.
Terapon Poorat, Bangkok University, Thailand
Stream: Qualitative/Quantitative Research in any other area of Psychology
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