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13.
Endorsement in šport
Bajželj, Zoja ; Zajc, Katarina, 1967-
Zvezdniki so vzorniki, predmet oboževanja in identifikacije, vse bolj pa tudi primeri potrošniškega življenjskega sloga, h kateremu potrošniki stremijo. K temu pripomorejo trženjske kampanje ...sponzorskih korporacij, ki promovirajo svoje znamke v povezavi s pozitivnimi vrednotami priljubljenih športnih tekmovanj in lastnostmi, ki jih izražajo športniki, ki so sklenili donosne pogodbe o endorsementu. Prispevek na enem mestu obravnava pravne lastnosti pogodbe o endorsementu in njeno vsebino, predvsem osebnostne pravice, ter njeno vpetost v slovenski pravni red.
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