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master's thesis
Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:533243
Balgač, Ema
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Balgač, E. (2021). Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:533243

Balgač, Ema. "Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:533243

Balgač, Ema. "Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:533243

Balgač, E. (2021). 'Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:533243

Balgač E. Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:533243

E. Balgač, "Istraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:533243

Metadata
TitleIstraživanje uloge atributa imidža sportaša u razvoju lojalnosti potrošača
Title (english)Researching the role of athlete image attributes in consumer loyalty development
AuthorEma Balgač
MentorMiroslav Mandić (mentor)
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberTihomir Vranešević (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnje vrijeme navijači su jako važan dio sporta. Oni imaju veliku ulogu na sportskom tržištu kao potrošači i iz tog razloga su bitni za sportsku industriju te postaju izvor prihoda za neki klub ili reprezentaciju, a ne samo njihov podržavatelj. Lojalni navijači donose veliku korist stoga postoje brojna istraživanja koja su posvećena ispitivanju lojalnosti u raznim sportskim kontekstima, ali postoji jako mali broj radova koji istražuju kako imidž sportaša utječe na lojalnost. Zato je izvršeno istraživanje, kako bi se utvrdila uloga atributa imidža sportaša u razvoju lojalnosti navijača. Za istraživanje je korišten anketni upitnik i namjerni prigodni uzorak. Rezultati istraživanja upućuju da sportski performans ima najveću, pozitivnu i značajnu ulogu u razvoju lojalnosti navijača, a slijede ga utrživi način života te privlačan izgled. Može se predložiti da se provede više istraživanja na tu temu kako bi se bolje razumijeli lojalni navijači i kako bi se maksimizirala obostrana korist.
Abstract (english)
Nowadays, fans have a significant role in sport. They are big consumers in the sports market and for that reason they are important for the sports industry and become a source of income for a club or national team, not just their supporter. Loyal fans bring great benefits so there are many studies devoted to examining loyalty in various sports contexts, but there are very few papers that investigate how an athlete’s image affects loyalty. For these reasons, research was performed to define the role of athlete image attributes in the development of fan loyalty. A questionnaire and a deliberate sample were used for the research. The results of the research indicate that sports performance has the largest, positive and significant role in the development of fan loyalty, followed by a marketable lifestyle and an attractive appearance. It may be suggested that more research be conducted on the subject to better understand loyal fans and to maximize mutual benefits.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:533243
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and 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 on2021-09-30 22:16:51