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master's thesis
UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT
Diplomski rad
2020. urn:nbn:hr:124:001601
Kuzmanović, Karlo
University of Split
Faculty of economics Split

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Kuzmanović, K. (2020). UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:001601

Kuzmanović, Karlo. "UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:001601

Kuzmanović, Karlo. "UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:001601

Kuzmanović, K. (2020). 'UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:001601

Kuzmanović K. UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:001601

K. Kuzmanović, "UTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:001601

Metadata
TitleUTJECAJ MASKOTE NA BREND – PRIMJER HNK HAJDUK SPLIT : Diplomski rad
AuthorKarlo Kuzmanović
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvojem poslovnog svijeta marketing postaje sastavni dio svakog profitnog i neprofitnog poslovnog subjekta. Pravovremenim marketinškim aktivnostima brendovi jačaju svoju status nad konkurencijom i utvrĎuju svoju poziciju na trţištu. Jedan u nizu primjera privlačenja potrošača i slanja poruke brenda prema potrošačima je upotreba maskote. TakoĎer, jedna od najpopularnijih industrija u kojoj se koriste maskote je sport. Kroz ovaj rad su pojašnjene koristi upotrebe maskote na brend. Empirijski dio rada ispitivao je utjecaj maskote Rico na brend HNK Hajduk Split. Ispitivanje se provelo na prigodnom uzorku od 519 ispitanika, a testiranje glavne hipoteze se ispitvalo kroz dvije pomoćne. Pomoćne hipoteze su testirale utjecaj maskote Rico na svijest i ponašanje prema brendu. Njihovim prihvaćanjem, prihvaćena je i glavna hipoteza - maskota Rico ima pozitivan utjecaj na brend HNK Hajduk Split. Rezultati ovog istraţivanja se mogu koristiti kao smjernica daljnjim istraţivanjima o maskotama drugih nogometnih, odnosno sportskih klubova
Abstract (english)
With the development of the business world marketing becomes an integral part of each profitable and non-profit business entity. Through timely marketing activities, brands strengthen their status over competition and determine their position on the market. One example of attracting consumers and sending a brand message to consumers is the use of mascot. Also, one of the most popular industries where mascots are used is sports. This paper explains the benefits of using a brand mascot. The empirical part of the paper investigated the influence of mascot Rico on the brand HNK Hajduk Split. The testing was carried out on an appropriate sample of 519 subjects, and testing of the main hypothesis was carried out through two auxiliary ones. Auxiliary hypotheses tested the impact of mascot Rico on consciousness and brand behavior. By accepting them, the principal hypothesis was accepted: the Rico mascot has a positive effect on the brand HNK Hajduk Split. The results of this research can be used as guidelines for further research on mascots of other soccer or sporting clubs
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:001601
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 on2021-02-16 11:22:06