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master's thesis
UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI
Diplomski rad
2018. urn:nbn:hr:124:955711
Ković, Ema
University of Split
Faculty of economics Split

Cite this document

Ković, E. (2018). UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:955711

Ković, Ema. "UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:955711

Ković, Ema. "UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:955711

Ković, E. (2018). 'UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:955711

Ković E. UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:955711

E. Ković, "UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:955711

Metadata
TitleUTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad
AuthorEma Ković
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Današnje vrijeme karakterizira globalna komercijalizacija sporta i sportskih natjecanja. Temeljem svojih specifičnih marketinških strategija, najveći sportski klubovi svojim marketinškim aktivnostima ostvaruju značajne prihode. Aktivnostima i sportskim rezultatima stvoreni su preduvjeti za kreiranje sportskog brenda, a važnost stabilne baze navijača je imperativ i bitna konkurentska prednost kluba. Glavna uloga lojalnosti u sportskoj industriji jest ta da ona osigurava stabilnost kluba i njegovo praćenje čak i u situacijama kad izostaju sportski rezultati. Cilj ovog diplomskog rada bio je ispitati i analizirati utjecaj percipirane kvalitete sportskog brenda na lojalnost potrošača u sportskoj industriji. U teorijskom dijelu rada obradio se sportski marketing, sportski proizvod, upravljanje brendom u profesionalnom sportu, kao i percipirana kvaliteta sportskog brenda. Također, teoretski se obradilo ponašanje potrošača u sportu, lojalnost u sportskoj industriji te sponzorstva u sportu. Istraživanje utjecaja percipirane kvalitete brenda na lojalnost se provodilo na primjeru HNK Hajduk. Rezultati su dokazali postojanje utjecaja percipirane kvalitete brenda na lojalnost potrošača u sportskoj industriji što predstavlja dobru smjernicu, ali i izazov sportskim klubovima.
Abstract (english)
Today is characterized by global commercialization of sports and sports competitions. Based on its specific marketing strategies, sports clubs have significant sales revenues through their marketing activities. Activities and sports results created the preconditions for the creation of a sports brand, and the importance of a stable base of fans is imperative and important competitive advantage of the club. The main role of loyalty in the sports industry is to ensure the stability of the club and its „follow-up“ even in situations where sports results are lacking. The aim of this graduate thesis was to examine and analyze the impact of the perceived quality on brand loyalty in the sports industry. The theoretical part of the paper deals with sports marketing, sports product, brand management in professional sports as well as the perceived quality of sports brand. Also, this paper theoretically dealt with consumer behavior in sports, loyalty in the sports industry, and sponsorship in sports. Research on the impact of perceived quality on brand loyalty was carried out on the example of HNK Hajduk „consumers“. The results have proven the impact of the perceived quality on brand loyalty in the sports industry, which is a good guide but also a challenge to sport clubs.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:955711
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-11-20 12:27:46