LEGAL ASPECTS OF MERCHANDISING IN SPORTS
DOI:
https://doi.org/10.5937/Oditor2002063LKeywords:
merchandising, transfer of rights, sport, marketing, SerbiaAbstract
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.
Downloads
References
AIPPI, Legal aspects of merchandising (Question Q 129). 1995. XXXVI Congress de Montreal.
Ćorić N. 2019. Korporativna komunikacija. Synopsis, Zagreb - Sarajevo - Mostar.
Ćurčić M., R. Kostić, i T. Arapović. 2018. Planiranje i kontrola kao funkcije menadžmenta preduzeća. Oditor 4, (1): 94-103.
Dobrijević S., i V. Ilić. 2019. Antropomorfološke varijable kao prediktori tranzitne brzine kod fizički aktivnih žena. Godišnjak Fakulteta sporta i fizičkog vaspitanja (24): 18-28..
Funk D.C., A.D. Pizzo, B.J. Baker. 2018. eSport management: Embracing eSport education and research opportunities. Sport Management Review 21, (1): 7-13
Gašović M. Đ. Vukajlović, N.Ćurčić, M. Živković. 2018. FACTA UNIVERSITATIS Series: Physical Education and Sport 16, (1): 167-179.
Jovanović D., N. Milenković, i R. Damnjanović. 2017. Ocenjivanje i predviđanje potreba potrošača. Oditor 3, (1): 70-79.
Lamont M., M. Kennelly. 2019. Sporting hyperchallenges: Health, social, and fiscal implications. Sport Management Review 22, (1): 68-79
Law on Authorship and Familiar Rights, The Official Gazette of the Republic of Serbia, no.104/2009, 99/2011, 119/2012 and 29/2016- the decision of the Constitutional Court.
Law on Trademarks, The Official Gazette of the Republic of Serbia, no. 104/2009, 10/2013 and 44/2018 – state law.
Marinković M., J. Milošević-Stolić, i B. Ivanova. 2019. Andragoška podrška razvoju kompetencija kadeta vojne akademije u oblasti fizičkog vaspitanja u cilju postizanja njihovog efikasnijeg opšteg uspeha studiranja. Vojno delo 71, (7): 226-233.
Milovanović S., M.Lukinović. 2017. Nacionalno brendiranje. Službeni glasnik, Beograd.
Peluso A.M., C. Rizzo,G. Pino. 2019. Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions. Journal of Business Research 98, 339-351
Perić M., V. Vitezić, J.Đ. Badurina. 2019. Business models for active outdoor sport event tourism experiences. Tourism Management Perspectives 32, 100561
Rowe K., A. Karg, E. Sherry. 2019. Community-oriented practice: Examining corporate social responsibility and development activities in professional sport. Sport Management Review 22, (3): 363-378
Savić Z., N. Ranđelović, N. Stojanović, V. Stanković, V. Šiljak. 2017. The Sports Industry and Achieving Top Sports Results. FACTA UNIVERSITATIS Series: Physical Education and Sport 15, (3): 513-522. DOI 10.22190/FUPES1703513S
Sports Law, Official Gazette of the Republic of Serbia, no.10/2016.
Stanković, T. 2017. Uticaj masovnih medija na popularnost sporta u svetu i kod nas. Fakultet sporta i fizičkog vaspitanja, Beograd.
Šurbatović J. 2014. Menadžment u sportu. JP Zavod za udžbenike Beograd.
Vukša S., D. Anđelić, i I. Milojević. 2020. Analiza kao osnova održivosti poslovanja. Održivi razvoj 2, (1): 53-72.
Downloads
Published
Issue
Section
How to Cite
