Doseganje identifikacije porabnikov s sponzorji nogometnih klubov in njena vloga pri učinkovitosti sponzorstva : magistrsko delo

Pahor, Kristjan (avtor), Tuškej Lovšin, Urška (mentor)

Identifikacija porabnikov je v zadnjih letih v literaturi vse bolj prepoznana kot eden od pomembnih ciljev, ki jih želimo doseči s sponzorstvom. Pregled literature je kljub temu pokazal na manko raziskav, ki se osredotočajo na preučitev dejavnikov in posledic identifikacije porabnikov v sponzorskem kontekstu. Zato je cilj tega magistrskega dela ugotoviti, kateri dejavniki povečujejo identifikacijo s sponzorjem in kako identifikacija porabnikov vpliva na doseganje ključnih učinkov sponzorstva. Ker je objekt identifikacije v sponzorskem kontekstu lahko tako sponzor kot sponzoriranec, v nalogi podrobneje naslovim tudi odnos med identifikacijo s sponzorjem in sponzorirancem. Rezultati lastne empirične raziskave so pokazali, da identifikacija posameznikov z nogometno ekipo, ujemanje zaznane podobe sponzorja in sponzoriranca ter ujemanje zaznanih vrednot posameznikov in sponzorja povečujejo identifikacijo porabnikov s sponzorjem. Ugotovil sem tudi, da ima identifikacija porabnikov s sponzorjem pomembno vlogo pri učinkovitosti sponzorstva, saj znatno povečuje nakupno namero porabnikov za nakup sponzorjevih izdelkov/storitev, zvestobo sponzorju in verjetnost širjenja pozitivnih govoric o sponzorjevi znamki. Identifikacija porabnikov s sponzorjem ima tudi mediacijsko vlogo, saj v celoti posreduje vpliv identifikacije posameznikov z nogometno ekipo na širjenje pozitivnih govoric o sponzorju, obenem pa delno posreduje tudi vpliv identifikacije posameznikov z ekipo na nakupno namero sponzorjevih izdelkov/storitev in željo po ohranjanju dolgoročnega odnosa s sponzorjem.

• Jezik: Slovenski jezik
• Ključne besede: identifikacija porabnikov, sponzorstvo, dejavniki identifikacije s sponzorjem, posledice identifikacije s sponzorjem
• Vrsta gradiva: Magistrsko delo/naloga
• Tipologija: 2.09 - Magistrsko delo
• Organizacija: FDV - Fakulteta za družbene vede
• Kraj izida: Ljubljana
• Založnik: K. Pahor
• Leto izida: 2023
• Št. strani: 103 str.
• PID: 20.500.12556/RUL-151295
• UDK: 339:138:79(043.2)
• COBISS.SI-ID: 168565507
• Datum objave v RUL: 04.10.2023

PAHOR, Kristjan, 2023, Doseganje identifikacije porabnikov s sponzorji nogometnih klubov in njena vloga pri učinkovitosti sponzorstva : magistrsko delo [na spletu]. Magistrsko delo. Ljubljana : K. Pahor. [Dostopano 4 maj 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=151295

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Achieving consumer’s identification with sponsors of football clubs and its role in sponsorship effectiveness

Izvleček

In recent years, consumer-brand identification has gained recognition in the literature as one of the important goals we want to achieve through sponsorship. The literature review, however, showed a lack of research that focuses on examining the factors and consequences of consumer identification in the sponsorship context. Therefore, this master's thesis aims to determine which factors increase identification with the sponsor and how consumer identification affects the achievement of key sponsorship effects. Since the object of identification in the sponsorship context can be both the sponsor and the sponsee, in the thesis I also address the relationship between identification with the sponsor and the sponsee. The results of my empirical research showed that the identification of individuals with the football team, the perceived image fit of the sponsor and the sponsee, and the perceived values fit of individuals and the sponsor increase the identification of consumers with the sponsor. I also found that consumer identification with the sponsor plays an important role in the effectiveness of the sponsorship, as it significantly increases consumers' purchase intention to purchase the sponsor's products/services, loyalty to the sponsor, and the likelihood of spreading positive word of mouth about the sponsor's brand. The identification of consumers with the sponsor also plays a mediating role, as it fully mediates the impact of individuals' identification with the football team on the positive word of mouth about the sponsor, while at the same time, it partially mediates the impact of individuals' identification with the team on the purchase intention of the sponsor's products/services and the desire to maintain a long-term relationship with sponsors.

• Ključne besede: consumer-brand identification, sponsorship, factors of identification with a sponsor, consequences of identification with a sponsor