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master's thesis
22
7
Positioning strategy through sponsorship on television
Zvonimir Pelko (2015)
University of Zagreb
Faculty of Economics and Business
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:148:382763
Metadata
Title
Strategija pozicioniranja sponzorstvima na televiziji
Author
Zvonimir Pelko
Mentor(s)
Jurica Pavičić
(thesis advisor)
Abstract
Sponzorstva su najčešće promatrana u okvirima sportskih događaja i često je istraživan njihov utjecaj na marku. Ovaj rad bavi se sponzorstvima na Televiziji u okviru strategije pozicioniranja. Strategija pozicioniranja i načini na koji se mogu postići željene percepcije o markama, teme su brojnih istraživanja i rasprava. Cilj je rada prikazati kako sponzorstva na Televiziji utječu na stvaranje percepcija o proizvodima i uslugama kod potrošača, te kako predstavljaju jedan od alata kojim se provođenje strategije pozicioniranja može pospješiti. U radu se suprotstavljaju teorijski nalazi o strategiji pozicioniranja i o sponzorstvima te se stvaraju pretpostavke o tome kako sponzorstva na Televiziji mogu predstavljati značajan alat tržišno orijentirane komunikacije koja za rezultat ima stvaranje poželjne percepcije maraka u mislima potrošača. S druge strane, primarno istraživanje prikazano kroz studiju slučaja potvrđuje ove pretpostavke.
Keywords
strategy
positioning strategy
brand perception
positioning
sponsorship
sponsorships on Television
market-oriented communication
Parallel title (English)
Positioning strategy through sponsorship on television
Committee Members
Goran Vlašić
(committee chairperson)
Ana Tkalac Verčič
(committee member)
Granter
University of Zagreb
Faculty of Economics and Business
Place
Zagreb
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Economics
Marketing
Study programme type
university
Study level
graduate
Study programme
Business Economics
Academic title abbreviation
mag. oec.
Genre
master's thesis
Language
Croatian
Defense date
2015-09-10
Parallel abstract (English)
Sponsorships are most commonly observed in terms of sports events and its impact on the brand is often studied. This paper deals with sponsorships on Television as a part of the positioning strategy. Positioning strategy and the ways in which it can achieve the desired perception of brands are objects of numerous studies and discussions. The aim of this paper is to show that sponsorships on Television are influencing the customer’s perceptions of products and services, and are representing one of the tools with which the implementation of the strategy of positioning can be facilitated. The paper is opposing both positioning and sponsorship theory findings and is developing assumptions about how the sponsorships on Television can be a major tool of market-oriented communication that results in the creation of the desired perception of brands in the consumer’s minds . On the other hand, primary research illustrated through a case study, is confirming this assumptions.
Parallel keywords (Croatian)
strategija
strategija pozicioniranja
pozicioniranje
percepcija marke
sponzorstva
sponzorstva na Televiziji
tržišna komunikacija
Resource type
text
Access condition
Access restricted to students and staff of home institution
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:148:382763
Committer
Silvana Brozović