СПОРТСКЕ ЛИЧНОСТИ И ЊИХОВ УТИЦАЈ НА СТАВОВЕ ПОТРОШАЧА
Sažetak
Спортске познате личности се често сматрају херојима, како на локалном тако и на међународном нивоу. Понашање ових спортиста на терену, где се истичу као лидери својих тимова, уз здраве вредности у приватном животу, често обогаћене филантропским активностима, не измичу пажњи стручњака за спортски маркетинг. Могуцћа је обострано корисна сарадња са спортском славном личношћу, чији је имиџ у складу са имиџом бренда компаније. Спортисти могу да зараде значајан додатни профит, док компаније могу побољшати имиџ свог бренда и стећи конкурентску предност. Данас је дигитално окружење ову маркетиншку стратегију учинило још ефикаснијом, јер су познате спортске личности у бољој могућности да директно и ефективније утичу на ставове спортских потрошача (њихових навијача). Проблем настаје, међутим, када спортске познате личности непримереним понашањем наруше сопствену репутацију. Спортске познате личности такође могу нарушити репутацију својих спортских клубова, као и репутацију брендова које подржавају и/или промовишу. Ова ситуација је посебно проблематична за брендове када негативна електронска усмена предаја (еWОМ) наноси непроцењиву штету репутацији компаније.
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