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undergraduate thesis
OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM
Završni rad
2019. urn:nbn:hr:124:426269
Vidošević, Josip
University of Split
Faculty of economics Split

Cite this document

Vidošević, J. (2019). OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:426269

Vidošević, Josip. "OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:426269

Vidošević, Josip. "OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:426269

Vidošević, J. (2019). 'OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:426269

Vidošević J. OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:426269

J. Vidošević, "OSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:426269

Metadata
TitleOSJETILNI MARKETING U UPRAVLJANJU SPORTSKOM MARKOM : Završni rad
AuthorJosip Vidošević
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog rada je bio testirati teorijske stavove osjetilnog marketinga u upravljanju sportskom markom. Predstavljeni su važniji teorijski postulati osjetilnog marketinga, te su neki od njih testirani kroz istraživanje stavova vezano uz obilježja stare i nove marke nogometnog kluba Juventus. Teorijski je predstavljena marka, posebice sportska marka, njen imidž i identitet. Premda se u upravljanju grafičkim obilježjima sportske marke ne može koristiti osjetila okusa i mirisa osjetilni marketing u toj sferi ima značajne mogućnosti implementacije. U konačnici provedeno je i istraživanje na uzorku nogometnih zaljubljenika vezano uz promjene logotipa Juventus F.C. Nalazima istraživanja potvrđeni su određeni postulati suvremenog osjetilnog marketinga te su dane smjernice za buduća istraživanja.
Abstract (english)
The aim of this paper was to test the theoretical attitudes of sensory marketing in sports brand management. More important theoretical postulates of sensory marketing are presented, and some of them have been tested through an exploration of attitudes regarding the characteristics of the old and new brand of the Juventus football club. The brand is represented in theory, especially sport brand, its image and identity. Although the sense of taste and smell today are rarely used in the sport marketing sensory marketing in this sphere has significant implementation capabilities. At the end, research was conducted on a sample of football fans regarding changes to the Juventus F.C. logo. The findings of the research confirmed certain postulates of modern sensory marketing and provided guidance for future research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:426269
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-04-03 19:35:15