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master's thesis
ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a
Split: University of Split, 2022. urn:nbn:hr:228:117360
Bolanča, Marin
University of Split
University Department of Professional Studies
Department of Management, Trade and Tourism

Institutional repository: Repository of University Department of Professional Studies

Cite this document

Bolanča, M. (2022). ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:117360

Bolanča, Marin. "ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a." Master's thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:117360

Bolanča, Marin. "ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a." Master's thesis, University of Split, 2022. https://urn.nsk.hr/urn:nbn:hr:228:117360

Bolanča, M. (2022). 'ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a', Master's thesis, University of Split, accessed 03 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:117360

Bolanča M. ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a [Master's thesis]. Split: University of Split; 2022 [cited 2024 December 03] Available at: https://urn.nsk.hr/urn:nbn:hr:228:117360

M. Bolanča, "ULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a", Master's thesis, University of Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:228:117360

Metadata
TitleULOGA OSJETILNOG MARKETINGA U BRENDIRANJU NA PRIMJERU NBA-a
Title (english)THE ROLE OF SENSORY MARKETING IN BRANDING ON THE EXAMPLE OF NBA
AuthorMarin Bolanča
MentorKatja Rakušić Cvrtak (mentor)
Committee memberSenka Borovac Zekan (član povjerenstva)
Committee memberDanijela Perkušić Malkoč (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
(Department of Management, Trade and Tourism)
Split
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ljudi stvaraju dojmove o okolini putem vida, sluha, dodira, okusa i mirisa, koja im pomažu u stvaranju imidža marke. Osjetilo vida dominira u marketingu, ali i ostala osjetila imaju bitnu ulogu prilikom odlučivanja o kupnji proizvoda ili brenda. U radu je opisan pojam marke općenito, pojam sportske marke, njen identitet, pozicioniranje i imidž sportskog proizvoda. Nadalje, opisuje se osjetilni marketing kao i utjecaj upravljanja sportskom markom kroz osjetilni marketingu na primjeru NBA lige. U okviru rada provedeno je istraživanje putem anketnog upitnika o osjetilnom marketingu općenito, te doživljaju pojedinih osjetila prilikom gledanja utakmica NBA lige.
Abstract (english)
People create impressions of the environment through sight, hearing, touch, taste and smell, which help them create a brand image. The sense of sight dominates in marketing, but other senses also play an important role when deciding to buy a product or brand. The paper describes the concept of a brand in general, the concept of a sports brand, its identity, positioning and image of a sports product. Furthermore, sensory marketing is described as well as the impact of sports brand management through sensory marketing on the example of the NBA league. As part of the work, research was conducted through a survey questionnaire on sensory marketing in general, and the experience of individual senses when watching an NBA league game.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:117360
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-10-27 13:45:16