Razlike u stavovima prema vanjskom oglašavanju u sportu na primjeru nogometnih dresova obzirom na generacijsku pripadnost

master's thesis

• Title (english): Differences in attitudes towards outdoor advertising in sports for the example of football jerseys with regard to generation belonging
• Author: Tom Medek
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-11-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad istražio je odnos stavova prema vanjskom oglašavanju u sportu i
generacijske pripadnosti. S ciljem utvrđivanja doprinosa vanjskog oglašavanja razvoju marke
organizacije, provedeno je kvantitativno i kvalitativno istraživanje. Vanjsko oglašavanje je
oglašavanje koje se odnosi na bilo koju vrstu oglašavačke aktivnosti koja se postavlja na
otvorenom dok je sponzorstvo definirano kao pomoć komercijalnim aktivnostima organizacije
u svrhu postizanja komercijalnih ciljeva.

Abstract (english)

This thesis investigated the relationship between attitudes towards outdoor advertising in
sports and generational affiliation. In order to determine the contribution of external
advertising to the development of the organization's brand, a quantitative and qualitative
research was conducted. Outdoor advertising is advertising that refers to any type of
advertising activity that is placed outdoors, while sponsorship is defined as assisting the
commercial activities of organizations in order to achieve commercial goals.

• Keywords: vanjsko oglašavanje; sponzorstvo; generacijska pripadnost; nogometni dresovi
• Keywords (english): outdoor advertising; sponsorship; generational belonging; football jerseyes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:929279
• 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: Access restricted to students and staff of home institution
• Created on: 2023-11-27 15:33:40