文章基本信息

标题：Angažovanje slavnih sportista u promociji proizvoda i usluga
其他标题：The Sport Celebrity Endorsement in Promotion of Products and Services
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作者：Sretenka Dugalić ; Jovana Ivić
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2015
卷号：46
期号：3
页码：207-216
DOI：10.5937/markt1503207D
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：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 teorijskoempirijskog karaktera isastavljen 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 kreatorisportskog doživljaja,i njihov uticaj na ciljne grupe kojise može komercijalno eksploatisati.Posebno su istraženi uticaji karakteristika ličnostislavnih tenisera putem varijabli:izgled,iskustvo,inteligencija,profesionalizam i druge lične osobine,kao i angažovanje i aktivnosti izvan okvira profesionalnog tenisa.
其他摘要：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,professionalismand other personal qualities,as well as engagement and activities outside the scope of professional tennis.
关键词：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 teorijskoempirijskog karaktera isastavljen 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 kreatorisportskog doživljaja,i njihov uticaj na ciljne grupe kojise može komercijalno eksploatisati.Posebno su istraženi uticaji karakteristika ličnostislavnih tenisera putem varijabli:izgled,iskustvo,inteligencija,profesionalizam i druge lične osobine,kao i angažovanje i aktivnosti izvan okvira profesionalnog tenisa.
其他关键词：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,professionalismand other personal qualities,as well as engagement and activities outside the scope of professional tennis.