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master's thesis
Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek
2024. urn:nbn:hr:251:341550
Humel, Lucija
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Humel, L. (2024). Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:341550

Humel, Lucija. "Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:341550

Humel, Lucija. "Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:341550

Humel, L. (2024). 'Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 30 September 2024, https://urn.nsk.hr/urn:nbn:hr:251:341550

Humel L. Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 September 30] Available at: https://urn.nsk.hr/urn:nbn:hr:251:341550

L. Humel, "Rebranding u sportu i njegov utjecaj - studija slučaja NK Osijek", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:341550

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Metadata
TitleRebranding u sportu i njegov utjecaj - studija slučaja NK Osijek
AuthorLucija Humel
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024-09-05, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Ovaj diplomski rad analizira proces rebrandinga Nogometnog kluba Osijek, s naglaskom na promjene koje su nastupile nakon promjene vlasničke strukture 2016. godine. Cilj istraživanja bio je ispitati utjecaj rebrandinga na percepciju kluba među navijačima, posjećenost utakmica, medijsku prisutnost i sportske rezultate. Empirijsko istraživanje provedeno anketnim upitnikom među navijačima kluba pružilo je uvid u to kako su promjene prihvaćene i u kojoj su mjeri ispunile očekivanja. Rezultati su pokazali da je rebranding imao uglavnom pozitivan utjecaj na percepciju kluba i njegovu vidljivost, iako su zabilježeni mješoviti učinci na posjećenost utakmica. Projekt "Pokrenimo grad" posebno je istaknut kao ključna inicijativa koja je dodatno povezala klub s lokalnom zajednicom i značajno doprinijela pozitivnom imidžu kluba. Rad također uspoređuje rezultate istraživanja s teoretskim okvirom, potvrđujući da je rebranding u sportu moćan alat za modernizaciju i afirmaciju klubova, ali zahtijeva pažljivo planiranje i uključivanje svih dionika.
Abstract (english)
This thesis analyses the rebranding process of the Osijek Football Club, with a focus on the changes that occurred after the ownership structure changed in 2016. The aim of the research was to examine the impact of rebranding on the club's perception among fans, match attendance, media presence, and sports results. The empirical research, conducted through a survey among the club's fans, provided insight into how these changes were received and to what extent they met expectations. The results showed that rebranding had a generally positive impact on the club's perception and visibility, although mixed effects were noted on match attendance. The "Pokrenimo grad" ("Let's Move the City") project was particularly highlighted as a key initiative that further connected the club with the local community and significantly contributed to the club's positive image. The paper also compares the research findings with the theoretical framework, confirming that rebranding in sports is a powerful tool for the modernization and affirmation of clubs, but it requires careful planning and the involvement of all stakeholders.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:341550
Study programmeTitle: MA in Media and Public Relations (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-25 08:25:24