Legal aspects of merchandising in sports
In the last thirty years, sport has undergone a significant transformation from a means of satisfying the need for physical activity, affirmation or competition with others to an extremely profitable industry. The development of sports has been favored by the development of mass media in terms of th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Center for Economic and Financial Research, Belgrade
2020-01-01
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| Series: | Oditor |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/2217-401X/2020/2217-401X2002063L.pdf |
| _version_ | 1831665115768815616 |
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| author | Lukinović Mario Opačić Ana Milojević Irena |
| author_facet | Lukinović Mario Opačić Ana Milojević Irena |
| author_sort | Lukinović Mario |
| collection | DOAJ |
| description | In the last thirty years, sport has undergone a significant transformation from a means of satisfying the need for physical activity, affirmation or competition with others to an extremely profitable industry. The development of sports has been favored by the development of mass media in terms of the creation of planetary sports idols. Consumers today are exposed to aggressive marketing policies, and manufacturers are trying to overcome information overload by exploiting recognizable symbols that consumers want to identify with through the emotional positioning of products. The authors point out the importance of merchandising as well as all the specificities that it manifests in its application in sports, with particular reference to the legal framework, and instruments for the further transfer of rights and protection of them. |
| first_indexed | 2024-12-19T19:28:59Z |
| format | Article |
| id | doaj.art-5e60c567e9df4d3a89d624fe0de27e2d |
| institution | Directory Open Access Journal |
| issn | 2217-401X 2683-3476 |
| language | English |
| last_indexed | 2024-12-19T19:28:59Z |
| publishDate | 2020-01-01 |
| publisher | Center for Economic and Financial Research, Belgrade |
| record_format | Article |
| series | Oditor |
| spelling | doaj.art-5e60c567e9df4d3a89d624fe0de27e2d2022-12-21T20:08:41ZengCenter for Economic and Financial Research, BelgradeOditor2217-401X2683-34762020-01-016263762217-401X2002063LLegal aspects of merchandising in sportsLukinović Mario0https://orcid.org/0000-0003-1470-5872Opačić Ana1Milojević Irena2Univerzitet Union, Pravni fakultet, Beograd, SerbiaUniverzitet "Union Nikola Tesla", Fakultet za poslovne studije i pravo, Beograd, SerbiaInstitut primenjenih nauka, Beograd, SerbiaIn the last thirty years, sport has undergone a significant transformation from a means of satisfying the need for physical activity, affirmation or competition with others to an extremely profitable industry. The development of sports has been favored by the development of mass media in terms of the creation of planetary sports idols. Consumers today are exposed to aggressive marketing policies, and manufacturers are trying to overcome information overload by exploiting recognizable symbols that consumers want to identify with through the emotional positioning of products. The authors point out the importance of merchandising as well as all the specificities that it manifests in its application in sports, with particular reference to the legal framework, and instruments for the further transfer of rights and protection of them.https://scindeks-clanci.ceon.rs/data/pdf/2217-401X/2020/2217-401X2002063L.pdfmerchandisingtransfer of rightssportmarketingserbia |
| spellingShingle | Lukinović Mario Opačić Ana Milojević Irena Legal aspects of merchandising in sports Oditor merchandising transfer of rights sport marketing serbia |
| title | Legal aspects of merchandising in sports |
| title_full | Legal aspects of merchandising in sports |
| title_fullStr | Legal aspects of merchandising in sports |
| title_full_unstemmed | Legal aspects of merchandising in sports |
| title_short | Legal aspects of merchandising in sports |
| title_sort | legal aspects of merchandising in sports |
| topic | merchandising transfer of rights sport marketing serbia |
| url | https://scindeks-clanci.ceon.rs/data/pdf/2217-401X/2020/2217-401X2002063L.pdf |
| work_keys_str_mv | AT lukinovicmario legalaspectsofmerchandisinginsports AT opacicana legalaspectsofmerchandisinginsports AT milojevicirena legalaspectsofmerchandisinginsports |