Strategija pozicioniranja sponzorstvima na televiziji

master's thesis

• Title (english): Positioning strategy through sponsorship on television
• Author: Zvonimir Pelko
• Mentor: Jurica Pavičić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

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.

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.

• Keywords: strategija; strategija pozicioniranja; pozicioniranje; percepcija marke; sponzorstva; sponzorstva na Televiziji; tržišna komunikacija
• Keywords (english): strategy; positioning strategy; brand perception; positioning; sponsorship; sponsorships on Television; market-oriented communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:382763
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-11 07:54:16