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undergraduate thesis
ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A
Završni rad
2023. urn:nbn:hr:145:111746
Čupić, Leon
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Čupić, L. (2023). ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:111746

Čupić, Leon. "ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:111746

Čupić, Leon. "ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:111746

Čupić, L. (2023). 'ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:111746

Čupić L. ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:111746

L. Čupić, "ANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:111746

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Metadata
TitleANALIZA ULOGE PSIHOLOGIJE U MARKETINGU NA PRIMJERU SUPER BOWL-A : Završni rad
Title (english)Analysis of the role of psychology in marketing on the example of Super Bowl : Final paper
AuthorLeon Čupić
MentorMarija Ham (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-07-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Napredak i razvoj društva je praćen razvojem marketinga kao znanstvene grane ekonomije. Suvremeni koncept marketinga više ne primjenjuje masovni marketing, nego se fokusira na zadovoljenje i razumijevanje individualnih potreba i želja potrošača. U današnjem vremenu se sve teže biva istaknuti na tržištu i pridobiti pažnju od strane potrošača. Psihologija u marketingu se počinje primjenjivati s ciljem razumijevanja kompleksnog ponašanja potrošača i njegovog donošenja odluka. Svrha ovog završnog rada od strane autora je bila definirati, objasniti i približiti Super Bowl kao vrlo uspješan proizvod u Sjedinjenim Američkim Državama. Krovna organizacija američkog nogometa, National Football Association primjenama uspješne strategije i razumijevanjem želja potrošača pretvara suhoparno natjecanje u spektakl koji poprima nacionalni i religijski identitet. U radu se promatra i prosječni gledatelj Super Bowla, te motivacija iza njegovog praćenja natjecanja. Super Bowl kao krovno natjecanje u svijetu sporta zapravo pada u drugi plan i postaje sporedni događaj, što nije često u svijetu sporta . Sport za ljude predstavlja i društveno- kulturan događaj, s obzirom na to da su ljudi nužno društvena bića. Kvazi- religijski aspekti sporta u psihologiji potrošača su vidljivi u proučavanom primjeru Super Bowl-a. Također u radu se navodi i američki patriotizam kao aspekt koji pridonosi razlici tržištu američkog nogometa od standardnog koncepta marketinga.
Abstract (english)
The progress and development of society is accompanied by the development of marketing as a scientific branch of economics. The modern concept of marketing no longer applies mass marketing, but focuses on satisfying and understanding the individual needs and desires of consumers. Nowadays, it is increasingly difficult to stand out on the market and gain attention from consumers. Psychology in marketing is beginning to be applied with the aim of understanding the complex behavior of the consumer and his decision-making. The purpose of this final work by the author was to define, explain and bring the Super Bowl closer as a very successful product in the United States. The National Football Association, as a main organization of American football, by applying a successful strategy and understanding the wishes of consumers, turns the dry competition into a spectacle that takes on a national and religious identity. The paper also looks at the average Super Bowl viewer, and the motivation behind his follow-up to the competition. The Super Bowl as an umbrella competition in the world of sports actually falls into the background and becomes a side event, which is not often in the world of sports. For people, sport is also a socio-cultural event, given that people are necessarily social beings. The quasi-religious aspects of sports in consumer psychology are visible in the studied example of the Super Bowl.The paper also cites American patriotism as an aspect that contributes to the difference in the american football market from the standard concept of marketing
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:111746
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-11-22 14:51:31