Blagovne znamke v nogometu

diplomsko delo

Žiga Repas (Author), Goran Vukovič (Mentor), Janja Jerebic (Co-mentor)

Abstract

Diplomsko delo se osredotoča na blagovne znamke v športu, natančneje v nogometu. V poglavju o teoretičnih osnovah so opisani: marketing na splošno, marketing v storitvah in v nogometu, blagovne znamke na splošno in v nogometu ter pripadnost blagovnim znamkam. Tako smo izpolnili teoretični cilj diplomskega dela – opisati zgoraj naštete pojme. V poglavju Opis okolja sta obravnavana organizacijska struktura profesionalnega nogometnega kluba in njegov marketing. To je bila osnova za raziskavo, ki je temeljila na ugotavljanju razlike med nogometnimi klubi kot blagovnimi znamkami v smislu pripadnosti navijačev. S pomočjo anketnega vprašalnika smo primerjali pripadnost navijačev NK Maribor, HNK Hajduk Split in CF Real Madrid. Odgovorili smo na vsa štiri raziskovalna vprašanja in imenovali indikatorje, ki bistveno vplivajo na pripadnost navijačev nogometnih klubov. Ugotovili smo, da med obravnavanimi klubi ni bistvenih razlik v smislu pripadnosti njihovih navijačev. Vsi trije klubi veljajo za uspešne klube s tradicijo, jasno identiteto in močno navijaško bazo.

Keywords

Blagovne znamke v športu;športni marketing;navijači;nogometni klubi;pripadnost.;

Data

Language:	Slovenian
Year of publishing:	2025
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[Ž. Repas]
UDC:	659.1
COBISS:	252092419
Views:	0
Downloads:	0
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Other data

Secondary language:	English
Secondary title:	Brands in football
Secondary abstract:	The thesis focuses on brands in sports, specifically in football. The theoretical chapter covers marketing in general, marketing in services and in football, brands in general and in football, as well as brand loyalty. Thus, the theoretical objective of the thesis—to describe the concepts listed above—was achieved. In the Environmental Overview chapter, the organizational structure of a professional football club and its marketing activities were examined. This served as the basis for the research, which focused on identifying the differences between football clubs as brands in terms of fan loyalty. Using a survey questionnaire, we compared the fan loyalty of NK Maribor, HNK Hajduk Split, and CF Real Madrid. All four research questions were addressed, and indicators that significantly influence fan loyalty to football clubs were identified. The findings show that there are no significant differences in fan loyalty between the clubs studied. All three clubs are considered successful football organizations, characterized by strong traditions, clear brand identities, and devoted fan bases.
Secondary keywords:	Blagovne znamke;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	V, 56 f.
ID:	26931444