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master's thesis
Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama
2023. urn:nbn:hr:251:180034
Tadić, Tanja
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Tadić, T. (2023). Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama (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:251:180034

Tadić, Tanja. "Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:180034

Tadić, Tanja. "Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:180034

Tadić, T. (2023). 'Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:180034

Tadić T. Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2023 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:251:180034

T. Tadić, "Brendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:251:180034

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Metadata
TitleBrendiranje i imidž sportaša - analiza utjecaja imidža na brendiranje Davida Beckhama
Title (english)Branding and athletes image - analysis of the influence of image on the branding of David Beckham
AuthorTanja Tadić
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2023-06-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
U radu se istražuje važnost utjecaja imidža i brendiranja poznatih osoba uz oprimjerenje brendiranja Davida Bechkama. Kako bi osoba postala poznata mora imati određeni talent, ali to nije jedino čime će se isticati. Poznata osoba mora se istaknuti svojom autentičnošću, a to će učiniti tako što će se uključiti u druge industrije van svoje profesionalne karijere te se ostvariti i u drugim poslovima. Pri izradi ovog diplomskog rada provedeno je istraživanje među stanovnicima Republike Hrvatske u kojemu je sudjelovalo 100 ispitanika Cilj ovog istraživanja je uvidjeti imaju li ikakav utjecaj brendiranje i ulaganje u vlastiti imidž na osobu i nakon prekida profesionalnog zanimanja. Rad se sastoji od pet poglavlja. Nakon uvoda, u teorijskom okviru definira se brend i brendiranje. Pojašnjava se osobni brend te što čini brend sportaša. Treće poglavlje detaljnije opisuje profesionalnu karijeru i nastanak brenda Davida Beckhama, s posebnim naglaskom na uspjehe tijekom profesionalne nogometne karijere, ali i na uspjehe i život nakon nogometa. U metodološkom okviru, odnosno u istraživačkom dijelu kojim se rad bavi u četvrtom poglavlju, istražuje se i analizira rezultat anketnoga upitnika. Postavljene su tri hipoteze koje su nakon istraživanja testirane i prihvaćene. Peto poglavlje odnosi se na zaključak diplomskog rada.
Abstract (english)
The paper investigates the importance and influence of image and branding for a famous person, namely David Bechkam. In order to become famous, a person must have a certain talent, but that is not the only thing that should stand out. A famous person has to stand out with his authenticity and he will do that by getting involved in other industries outside of his professional career and by making a living in other jobs. During the preparation of this thesis, a survey was conducted among the Croatian population, in which 100 respondents participated. The goal of this research was to see what impact branding and investing in personal image has, after a person stops working in his professional occupation. The paper consists five chapters. After the introduction, the theoretical framework defines the brand and branding. The personal brand and what makes up the athlete's brand are strengthened. The third chapter describes in more detail the professional career and the emergence of the David Beckham brand, with a special emphasis on the successes during the professional football career, but also the successes and life after football. In the methodological framework, that is, the research part, which is dealt with in the fourth chapter, the result of the survey questionnaire is investigated and analyzed. Three hypotheses were put forward, which were tested and accepted after the research. The fifth chapter refers to the conclusion of the thesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:180034
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-30 16:52:34