prikaz prve stranice dokumenta ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA
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master's thesis
ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA
diplomski rad
2022. urn:nbn:hr:124:426444
Šprlje, Bruno
University of Split
Faculty of economics Split

Cite this document

Šprlje, B. (2022). ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:426444

Šprlje, Bruno. "ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:426444

Šprlje, Bruno. "ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:426444

Šprlje, B. (2022). 'ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:426444

Šprlje B. ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:426444

B. Šprlje, "ANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:426444

Metadata
TitleANALIZA EFIKASNOSTI SPONZORSTVA U SPORTU PUTEM METODE PRISJEĆANJA I METODE PREPOZNAVANJA : diplomski rad
AuthorBruno Šprlje
MentorMario Pepur (mentor)
MBZ: 274245
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog diplomskog rada je analizirati efektivnost sponzoriranja nogometnog kluba Hajduk putem dvije metode: metoda prisjećanja i metoda prepoznavanja. Empirijsko istraživanje u radu se oslanja na empirijsko istraživanje Biscaia i sur. (2014.). HNK Hajduk je jedan od najvećih hrvatskih klubova te ima jednu od najvećih baza navijača. Istraživanju je pogodovalo da su ispitanici s geografskog područja koje je „zaluđeno“ navijanjem. U diplomskom radu se ispituje postoji li statistički značajna razlika među ispitanicima koji gledaju utakmice uživo i onih koji gledaju putem ostalih medija s obzirom na stupanj prepoznavanja ili prisjećanja sponzora. Sponzorski ugovor može biti od velike koristi za obje strane. Sponzor poboljšava svoju sliku u društvenoj zajednici, pozicionira se u mislima potrošača kao subjekt od povjerenja te u krajnjem cilju ostvaruje ekonomski rezultat kroz prodaju svojih dobara i usluga. Sponzorirana strana je potpomognuta financijskim, materijalnim ili nematerijalnim dobrima. Za obje strane je važno međusobno povjerenje i ostvarenje dogovorenih ciljeva.
Abstract (english)
The subject of this thesis is to analyze the effectiveness of sponsoring the football club Hajduk using two methods: the recall method and the recognition method. The empirical research in the paper relies on the empirical research of Biscaio et al. (2014). HNK Hajduk is one of the largest Croatian clubs and has one of the largest fan bases. The research benefited from the fact that the respondents were from a geographical area that is known for its passionate fans. The thesis examines whether there is a statistically significant difference between respondents who watch matches live and those who watch via other media, with regard to the degree of recognition or recall of sponsors. A sponsorship agreement can be of great benefit to both parties. The sponsor improves its image in the social community, positions itself in the minds of consumers as a trustworthy entity, and ultimately achieves an economic result through the sale of its goods and services. The sponsored party is supported with financial, material or immaterial goods. Mutual trust and the achievement of agreed goals are important for both parties.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:426444
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-21 08:21:51