| Autor: |
Chládek, Filip |
| Přispěvatelé: |
Čáslavová, Eva, Voráček, Josef |
| Jazyk: |
čeština |
| Rok vydání: |
2023 |
| Předmět: |
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| Popis: |
Title: Rebranding of the sport clubs in the Czech Republic Objectives: The aim of the work is to draw up recommendations for clubs planning rebranding. The recommendations will be drawn up on the basis of an analysis of the rebranding of the clubs examined - AC Sparta Praha and HC Dynamo Pardubice. The analysis is focused on how the clubs AC Sparta Praha and HC Dynamo Pardubice exploited the potential of rebranding. Methods: Methods of qualitative research were used in this work. The method of in-depth interview in the form of a semi-structured interview was used to find out information on brand changes of the clubs studied. The method of case studies was used for a more detailed overview of the topic of rebranding. The case studies of rebranding of foreign clubs were used in this work. The case studies of the clubs studied were also created. Another method was the analysis of documents, which ensured the reliability and validity of information on the topic of rebranding. The last method was the discussion in the focus group with experts and fans. This method was used to gain a better understanding of the issue, to gain further information and different attitudes, views and opinions on rebranding. The findings of the discussion were used to make final recommendations. Results: As part of the... |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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