PONAŠANJA U SPORTSKOM MARKETINGU: EMPIRIJSKA ANALIZA UTICAJA SPONZORSTVA, BREND IMIDŽA I DIGITALNIH KAMPANJA
DOI:
https://doi.org/10.46793/ManagSport17-1.176PKljučne reči:
ponašanje potrošača, sportski marketing, sponzorstvo, imidž brenda, digitalne kampanje i društvene mreže.Apstrakt
Rad ispituje uticaj ključnih elemenata sportskog marketinga koji utiču na ponašanje potrošača i proces donošenja odluka o kupovini, sa posebnim osvrtom na sponzorstvo, imidž brenda, digitalne kampanje, društvene mreže, medijsku izloženost i lojalnost brendu. Cilj istraživanja je da se utvrdi na koji način navedeni faktori utiču na percepciju i kupovne namere potrošača, kao i da li postoje statistički značajne razlike u odnosu na osnovne sociodemografske karakteristike ispitanika. Empirijsko istraživanje sprovedeno je primenom kvantitativnog pristupa, pri čemu su podaci prikupljeni onlajn anketiranjem na prigodnom uzorku potrošača iz Republike Srbije. Za statističku analizu i testiranje hipoteza korišćene su metode deskriptivne statistike, t-test nezavisnih uzoraka i jednofaktorska analiza varijanse (ANOVA). Rezultati pokazuju da sponzorstvo i prisustvo brendova u sportskom okruženju značajno utiču na prepoznavanje brenda i formiranje pozitivnih stavova potrošača. Takođe, utvrđeno je da društvene mreže i digitalne promocije imaju važnu ulogu u podsticanju kupovine, dok lojalnost sportskom klubu i identifikacija sa sportskim sadržajem dodatno utiču na izbor proizvoda. Statistički značajne razlike uočavaju se u odnosu na pol, starost i visinu mesečnih prihoda, a posebno u segmentima medijske izloženosti i uticaja društvenih mreža, dok razlike prema regionu i bračnom statusu nisu potvrđene. Zaključuje se da sportski marketing predstavlja važan instrument oblikovanja potrošačkog ponašanja i efikasnog tržišnog pozicioniranja sportskih organizacija i brendova.
Reference
Abeza, G., O'Reilly, N. & Séguin, B. (2019). Social media in relationship marketing: The perspective of professional sport managers in the MLB, NBA, NFL, and NHL. Communication & Sport, 7(1), 80–109.
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D. & Jones, C. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288–302.
Buser, M., Woratschek, H., & Schönberner, J. (2022). ‘Going the extra mile’in resource integration: evolving a concept of sport sponsorship as an engagement platform. European Sport Management Quarterly, 22(4), 548-568.
Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport management review, 18(2), 166-181.
Fritz, L. (2023). How brands and influencers can make the most of the relationship. Harvard Business Review. Available online: https://hbr. org/2023/05/how-brands-and-influencers-can-make-the-most-of-the-relationship (accessed on 22 December 2025).
Gandomani, Z. A., & Elahi, A. (2022). The interaction of electronic sports and sports marketing: theoretical concepts and research applications. Sport Management and Development, 12(1).
Garača, N., Ratković, M. i Raletić, S. (2013). Achieving
competition advancement through communication. Informatologia, 46 (4), 361-371.
Hulland, J., & Houston, M. (2021). The importance of behavioral outcomes. Journal of the Academy of Marketing Science, 49(3), 437–440. https://doi.org/10.1007/s11747-020-00764-w
Jaccard, J., King, G. W., & Pomazal, R. (1977). Attitudes and behavior: An analysis of specificity of attitudinal predictors. Human Relations, 30(9), 817-824.
Janković, M., & Jakšić-Stojanović, A. (2019). Challenges of sports branding. Sport Mont, 17(1), 75-78.
Kotler, P. & Keller, K. L. (2016). Marketing menadžment. Data Status.
Kural, S., & Özbek, O. (2023). Sports consumption behaviors of football fans: the relationship between social identity, team loyalty and behavioral intention toward consumption. Sport, Business and Management: An International Journal, 13(6), 685-703.
Kwak, H., Puzakova, M., & Rocereto, J. F. (2015). Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness. Journal of Marketing, 79(4), 56-76.
Laurell, C., & Söderman, S. (2018). Sports, storytelling and social media: A review and conceptualization. International Journal of Sports Marketing and Sponsorship, 19(3), 338-349.
Lee, H. W., Brison, N. T., Cho, H., Pyun, D. Y., & Ratten, V. (2021). Editorial: Adopting new technologies in sports mar¬keting. Frontiers in Sports and Active Living, 3, 777841. https://doi.org/10.3389/fspor.2021.777841
Lintumäki, P., & Koll, O. (2024). Sport team identification: a social identity perspective comparing local and distant fans. International Journal of Sports Marketing and Sponsorship, 25(1), 1-17.
Mandić, M., Gregurec, I., & Kumanović, I. (2022, June). Do top athletes, as social media influencers, really influence the customers'decision making. In Proceedings of FEB Zagreb International Odyssey Conference on Economics and Business (Vol. 4, No. 1, pp. 1028-1044). University of Zagreb, Faculty of Economics and Business.
Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of Marketing, 17(7), 5-73.
Putić, I., Balaban, S., & Simić, M. (2025). Comparative analysis of the risk of the sports index applying the Sharpe, Sortino and Treynor ratios. Management in Sport, 16(2), 44–83. https://doi.org/10.46793/ManagSport16-2.044P
Ratković, M. C., Kavran, A. K., & Zolak, V. (2023). Promotional aspects of sports products. SPORTICOPEDIA-SMB, 1(1), 229-238.
Ratten, V., & Ratten, H. (2011). International sport marketing: practical and future research implications. Journal of Business & Industrial Marketing, 26(8), 614–620. https://doi.org/10.1108/08858621111179886
Sanchez, L. C., Barajas, A., & Sanchez-Fernandez, P. (2022). Are football clubs as pieces of art or as regular corpora¬tions? Empirical evidence of market valuation of football clubs in the big 5 leagues. Managing Sport and Leisure, 29(4), 591–610. https://doi.org/10.1080/23750472.2022.2081251
Shekhar, S. K., & Shah, M. A. (2023). Sports marketing and conceptual evolution: A bibliometric analysis. SAGE Open, 13(3), 1-12. https://doi.org/10.1177/21582440231192915
Strzelecki, L., & Czuba, T. (2018). Sports events as an effective way of brand marketing communication using the example of the Orlik sports facilities. Baltic Journal of Health and Physical Activity, 10(3), 14.
Vale, L., & Fernandes, T. (2025). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37–55.
Wann, D. L. & James, J. D. (2018). Sport fans: The psychology and social impact of spectators. Routledge.
Waheed, J., Amin, S., Saeed, R., & Tariq, M. (2024). The relationship between sports events and branding; A symbiosis of sports and brand marketing. Pakistan Journal of Humanities and Social Sciences, 12(2), 1708-1717.
Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border E-Commerce sustainability. Sustainability, 11(10), 2777.
Yim, B. H., Byon, K. K., Baker, T. A., & Zhang, J. J. (2020). Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach. European Sport Management Quarterly, 21(4), 484–503. https://doi.org/10.1080/16184742.2020.1755713
