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2015, vol. 46, br. 3, str. 207-216
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Angažovanje slavnih sportista u promociji proizvoda i usluga
The sport celebrity endorsement in promotion of products and services
aUniverzitet Singidunum, Fakultet za fizičku kulturu i menadžment u sportu, Beograd + Visoka sportska i zdravstvena škola, Beograd bUniversity of Wisconsin, Health, Exercise Science and Sport Management, Parkside, USA
e-adresa: sdugalic@singidunum.ac.rs, jj.ivic11@gmail.com
Ključne reči: sportski marketing; promocija upotrebom lika sportista; tenis
Keywords: sports marketing; celebrity endorsement; tennis
Sažetak
Promocija upotrebom lika sportista se razlikuje odostalih promotivnih kampanja; jedina sličnost je u tome što je u pitanju jak, efikasan način koji opredeljuje kupovine. Svrha rada je da objasni kako uspesi u sportu (tenisu), utiču na oblikovanje mišljenja, stavova, i navika pojedinaca. Rad je teorijsko-empirijskog karaktera i sastavljen je iz tri celine. U prvom delu su objašnjeni teorijski aspekti,a u drugom delu metodologija neophodna za proces analize i dobijanje rezultata istraživanja koji mogu imati praktičnu primenu u marketingu kroz transformaciju sportskog rezultata u materijalnu vrednost.U trećem delu su sublimirani rezultati istraživanja koji su osnova za diskusiju i prezentovanje zaključaka do kojih se došlo u istraživanju. Predmet istraživanja su sport, sportisti, teniseri i teniserke, kao kreatori sportskog doživljaja, i njihov uticaj na ciljne grupe koji se može komercijalno eksploatisati. Posebno su istraženi uticaji karakteristika ličnosti slavnih tenisera putem varijabli: izgled, iskustvo, inteligencija, profesionalizam i druge lične osobine, kao i angažovanje i aktivnosti izvan okvira profesionalnog tenisa.
Abstract
Celebrity endorsement which includes promotion with engagement of famous athlete is different from other promotional campaigns; the only similarity is in a strong, effective way that defines purchase. The purpose of this paper is to explain how achievements in sports (tennis) influence the formation of opinions, attitudes, and habits of individuals. The work is of theoretical and empirical character and consists of three parts. The first part explains theoretical aspects; and in the second part of the methodology necessary for process analysis and obtaining research results that may have practical application in marketing through the transformation of sports results in tangible value. The third part sublimated research results as the basis for discussions and presentation of the conclusions that have been reached in the study. Case studies refer to sports, athletes, tennis players, as well as the creators of the sports experience, and their impact on the target groups that can be commercially exploited. In particular, it explored the impact of individual characteristics of Fame players via variable: experience, intelligence, professionalism and other personal qualities, as well as engagement and activities outside the scope of professional tennis.
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