magistrsko delo
Alja Samec (Author), Klement Podnar (Mentor)

Abstract

Vzpostavljanje in ohranjanje odnosa s svojimi strankami, navijači, vedno bolj postaja rdeča nit strategij trženjskih oddelkov športnih klubov. Močne športne tržne znamke so namreč takšne tudi zaradi svojih navijačev in tega se lastniki oziroma vodilni menedžerji vseh največjih svetovnih športnih klubov vedno bolj zavedajo. Namen magistrskega dela je tako osvetliti koncept podobe tržne znamke in posameznih asociacij ter ugotoviti njihov vpliv na lojalnost do športnega kluba. Magistrsko delo je sestavljeno iz teoretičnega dela, v katerem podajam definicije in osvetljujem povezave med ključnimi koncepti ter empiričnega dela, ki se nanaša na konkretno športno organizacijo, Košarkarski klub Cedevita Olimpija. Za namen opravljanja empiričnega dela sem s pomočjo spletne ankete najprej nabirala podatke med tistimi posamezniki, ki vsaj spremljajo ali navijajo za omenjeni klub. Nato sem opravila še analizo pridobljenih podatkov, kar je potrdilo oziroma zavrglo zastavljene hipoteze. Ugotovila sem, kaj je tisto, kar pri navijačih dotičnega kluba spodbudi večje izražanje lojalnosti.

Keywords

koristi;stališčna lojalnost;vedenjska lojalnost;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [A. Samec]
UDC: 339.138:796/799
COBISS: 80902147 Link will open in a new window
Views: 177
Downloads: 26
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Other data

Secondary language: English
Secondary title: Managing brand image of a sports club for the purpose of building fan loyalty
Secondary abstract: Establishing and maintaining relationships with customers % fans is becoming a common thread of the strategies of the marketing departments of sports clubs. Leading sports brands are namely strong also because of their fans, and the owners or leading managers of all the world's largest sports clubs are becoming increasingly aware of this. The purpose of the master's thesis is to shed light on the concept of brand image and brand associations, and to determine their impact on loyalty to a sports club. The thesis consists of the theoretical part providing definitions of key koncepts and explanations of connections among them, and the empirical part, which refers to a specific sports organization, the Basketball Club Cedevita Olimpija. For the purpose of completing the empirical part, the data was first collected through an online survey among those individuals who at least follow or support the club. Then an analysis of the obtained data was performed, which confirmed or rejected the previously set hypotheses. The results reveal what in fact encourages fans of the club in question to express greater loyalty.
Secondary keywords: benefits;attitudinal loyalty;behavioral loyalty;Športna društva;Sports clubs;Trženje;Marketing;Lojalnost;Loyalty;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 87 str.
ID: 13525396