UTJECAJ PERCIPIRANE KVALITETE BRENDA NA LOJALNOSTI POTROŠAČA U SPORTSKOJ INDUSTRIJI : Diplomski rad

Današnje vrijeme karakterizira globalna komercijalizacija sporta i sportskih natjecanja. Temeljem svojih specifičnih marketinških strategija, najveći sportski klubovi svojim marketinškim aktivnostima ostvaruju značajne prihode. Aktivnostima i sportskim rezultatima stvoreni su preduvjeti za kreiranje sportskog brenda, a važnost stabilne baze navijača je imperativ i bitna konkurentska prednost kluba. Glavna uloga lojalnosti u sportskoj industriji jest ta da ona osigurava stabilnost kluba i njegovo praćenje čak i u situacijama kad izostaju sportski rezultati. Cilj ovog diplomskog rada bio je ispitati i analizirati utjecaj percipirane kvalitete sportskog brenda na lojalnost potrošača u sportskoj industriji. U teorijskom dijelu rada obradio se sportski marketing, sportski proizvod, upravljanje brendom u profesionalnom sportu, kao i percipirana kvaliteta sportskog brenda. Također, teoretski se obradilo ponašanje potrošača u sportu, lojalnost u sportskoj industriji te sponzorstva u sportu. Istraživanje utjecaja percipirane kvalitete brenda na lojalnost se provodilo na primjeru HNK Hajduk. Rezultati su dokazali postojanje utjecaja percipirane kvalitete brenda na lojalnost potrošača u sportskoj industriji što predstavlja dobru smjernicu, ali i izazov sportskim klubovima.Today is characterized by global commercialization of sports and sports competitions. Based on its specific marketing strategies, sports clubs have significant sales revenues through their marketing activities. Activities and sports results created the preconditions for the creation of a sports brand, and the importance of a stable base of fans is imperative and important competitive advantage of the club. The main role of loyalty in the sports industry is to ensure the stability of the club and its „follow-up“ even in situations where sports results are lacking. The aim of this graduate thesis was to examine and analyze the impact of the perceived quality on brand loyalty in the sports industry. The theoretical part of the paper deals with sports marketing, sports product, brand management in professional sports as well as the perceived quality of sports brand. Also, this paper theoretically dealt with consumer behavior in sports, loyalty in the sports industry, and sponsorship in sports. Research on the impact of perceived quality on brand loyalty was carried out on the example of HNK Hajduk „consumers“. The results have proven the impact of the perceived quality on brand loyalty in the sports industry, which is a good guide but also a challenge to sport clubs