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Upravljanje podobe tržne znamke športnega kluba za namen grajenja lojalnosti navijačev : magistrsko deloSamec, AljaVzpostavljanje 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.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [A. Samec], 2021Language - slovenianCOBISS.SI-ID - 80902147
Author
Samec, Alja
Other authors
Podnar, Klement
Topics
Športna društva |
Sports clubs |
Trženje |
Marketing |
Lojalnost |
Loyalty |
Magistrska dela |
Master's theses |
koristi |
stališčna lojalnost |
vedenjska lojalnost |
benefits |
attitudinal loyalty |
behavioral loyalty
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Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Year | Impact factor | Edition | Category | Classification | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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DRS, in which the journal is indexed
Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Samec, Alja | ![]() |
Podnar, Klement | 21606 |
Source: Personal bibliographies
and: SICRIS
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