Prepoznatljivost sponzora kod sportskih pratitelja hrvatskih nogometnih klubova

master's thesis

• Title (english): Recognition of sponsors among sports followers of croatian football clubs
• Author: Marin Bobanac
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom radu prikazuje se učinak sponzorstva na svijest sportskih pratitelja, percepciju sponzora nogometnog kluba kojeg prate te faktori koji utječu na prepoznatljivost sponzora. Iznesene su teorijske spoznaje o sponzorstvu, uključujući različite oblike i strategije koje su dostupne sponzorima kako bi povećali vidljivost. S ciljem upotpunjavanja postojeće literature te doprinosu razumijevanja iste, provedeno je empirijsko istraživanje kojim se nastoji utvrditi kako nogometni pratitelji percipiraju sponzora i njegove aktivnosti, čimbenike koji utječu na prepoznatljivost i prihvatljivost sponzora. Prvi dio istraživanja je proveden po uzoru na Biscaia i sur. (2014) te je mjereno u kojoj mjeri se ispitanici mogu prisjetiti i prepoznati sponzore kluba kojeg prate. Drugi dio istraživanja provedeno je po uzoru na istraživanje Smith i sur. (2008) te se učinak sponzorstva mjerio kroz dvije dimenzije: integritet i prihvatljivost. Nakon analize dobivenih rezultata iznesen je zaključak o dimenzijama i učincima sponzorstva te su dane određene preporuke za menadžment nogometnih klubova i sponzora u svrhu maksimiziranja koristi od sponzorstava.

Abstract (english)

This paper presents the impact of sponsorship on sports fans awareness, their perception of the football club's sponsor and the factors that influence sponsor recognition. Theoretical insights on sponsorship are presented including various forms and strategies available to sponsors to increase visibility. To complement existing literature and contribute to its understanding empirical research was conducted to determine how football fans perceive the sponsor and its activities, as well as the factors that influence sponsor recognition and acceptance. The first part of the research is based on Biscaia et al. (2014), measuring the extent to which respondents can recall and recognize the sponsors of the club they follow. The second part of the research follows the methodology of Smith et al. (2008), measuring the impact of sponsorship through two dimensions: integrity and acceptability. After analyzing the obtained results, conclusions were drawn regarding the dimensions and effects of sponsorship were drawn and specific recommendations were provided for the management of football clubs and sponsors in order to maximize the benefits of sponsorships.

• Keywords: sponzorstvo; sportsko sponzorstvo; nogometni pratitelji; percepcija; vidljivost; prisjećanje; integritet
• Keywords (english): sponsorship; sport sponsorship; football fans; perception; visibility; recall; integrity
• Language: croatian
• URN:NBN: urn:nbn:hr:148:659734
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-30 17:21:58