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Title:Prepoznavnost sponzorstva v športu in njegov pomen za blagovno znamko : magistrsko delo
Authors:ID Sternad, Klara (Author)
ID Tomažič, Tina (Mentor) More about this mentor... New window
ID Pucer, Matevž (Comentor)
Files:.pdf MAG_Sternad_Klara_2024.pdf (7,55 MB)
MD5: DDF3A0CB7FA0C574AE8D315301AA4A37
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:FERI - Faculty of Electrical Engineering and Computer Science
Abstract:V magistrskem delu smo predstavili sponzorstvo v športu, predvsem, kako poteka proces sodelovanja in kakšen pomen ima za blagovno znamko. Pri tem smo se nanašali na primer sponzorskega sodelovanja med blagovno znamko Argeta in Smučarsko zvezo Slovenije. Raziskovali smo tudi, kako so sponzorske vsebine prepoznane med širšim občinstvom in kako se nanje odzivajo. Podatke smo pridobivali z izvedbo dveh poglobljenih intervjujev s predstavnico Argete kot sponzorja in predstavnikom Smučarske zveze Slovenije kot sponzoriranca ter anketnega vprašalnika, s katerim smo preverjali odziv na sponzorske vsebine med širšim občinstvom.
Keywords:marketing, sponzorstvo, blagovna znamka, šport
Place of publishing:Maribor
Place of performance:Maribor
Publisher:[K. Sternad]
Year of publishing:2024
Number of pages:1 spletni vir (1 datoteka PDF (IV, 89 f.))
PID:20.500.12556/DKUM-90467 New window
UDC:796.078+659.126(043.2)
COBISS.SI-ID:221268995 New window
Publication date in DKUM:03.10.2024
Views:0
Downloads:42
Metadata:XML DC-XML DC-RDF
Categories:KTFMB - FERI
:
STERNAD, Klara, 2024, Prepoznavnost sponzorstva v športu in njegov pomen za blagovno znamko : magistrsko delo [online]. Master’s thesis. Maribor : K. Sternad. [Accessed 23 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=90467
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:04.09.2024

Secondary language

Language:English
Title:Recognition of sponsorship in sports and its importance for the brand
Abstract:In the master's thesis, we presented sponsorship in sports, especially how the cooperation process works and what significance it has for the brand. Here we were referring to the example of sponsorship cooperation between the Argeta brand and the Ski Association of Slovenia. We also researched how sponsored content is recognized among a wider audience and how they respond to it. Data were obtained by conducting two in-depth interviews with a representative of Argeta as sponsor and a representative of the Ski Association of Slovenia as sponsored, as well as a survey questionnaire, which was used to check the response to sponsorship content among a wider audience.
Keywords:marketing, sponsorship, brand, sports


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