Establishing and maintaining relationships with customers ‒ fans is becoming a common thread of the strategies of the marketing departments of sports clubs. Leading sports brands are namely strong also because of their fans, and the owners or leading managers of all the world's largest sports clubs are becoming increasingly aware of this. The purpose of the master's thesis is to shed light on the concept of brand image and brand associations, and to determine their impact on loyalty to a sports club. The thesis consists of the theoretical part providing definitions of key koncepts and explanations of connections among them, and the empirical part, which refers to a specific sports organization, the Basketball Club Cedevita Olimpija. For the purpose of completing the empirical part, the data was first collected through an online survey among those individuals who at least follow or support the club. Then an analysis of the obtained data was performed, which confirmed or rejected the previously set hypotheses. The results reveal what in fact encourages fans of the club in question to express greater loyalty.
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