20.500.12556/DKUM-90467 Prepoznavnost sponzorstva v športu in njegov pomen za blagovno znamko magistrsko delo Recognition of sponsorship in sports and its importance for the brand V magistrskem delu smo predstavili sponzorstvo v športu, predvsem, kako poteka proces sodelovanja in kakšen pomen ima za blagovno znamko. Pri tem smo se nanašali na primer sponzorskega sodelovanja med blagovno znamko Argeta in Smučarsko zvezo Slovenije. Raziskovali smo tudi, kako so sponzorske vsebine prepoznane med širšim občinstvom in kako se nanje odzivajo. Podatke smo pridobivali z izvedbo dveh poglobljenih intervjujev s predstavnico Argete kot sponzorja in predstavnikom Smučarske zveze Slovenije kot sponzoriranca ter anketnega vprašalnika, s katerim smo preverjali odziv na sponzorske vsebine med širšim občinstvom. In the master's thesis, we presented sponsorship in sports, especially how the cooperation process works and what significance it has for the brand. Here we were referring to the example of sponsorship cooperation between the Argeta brand and the Ski Association of Slovenia. We also researched how sponsored content is recognized among a wider audience and how they respond to it. Data were obtained by conducting two in-depth interviews with a representative of Argeta as sponsor and a representative of the Ski Association of Slovenia as sponsored, as well as a survey questionnaire, which was used to check the response to sponsorship content among a wider audience. marketing sponzorstvo blagovna znamka šport marketing sponsorship brand sports true true false [K. Sternad] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-09-04 15:20:02 2024-10-03 15:00:23 2025-01-09 03:08:44 0000-00-00 00:00:00 2024 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (IV, 89 f.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 796.078+659.126(043.2) 221268995 MAG_Sternad_Klara_2024.pdf MAG_Sternad_Klara_2024.pdf 1 DDF3A0CB7FA0C574AE8D315301AA4A37 3fbe4a46b603177bbda75618fe5a811ed33882a8863d505b3fd747caee2b5980 92ffd8da-6ac2-11ef-b7ab-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=184381 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0