Analýza image fotbalového klubu

Abstract

My dissertation dealt with subject of 1. FC Slovácko football club image analysis. Subject proceed from situation, that club was few years ago involved in corruption affair in Czech football league, which significantly influenced match attendance and club image in general. Point was to found out, how the public perceive club marketing communication, how do they evaluate marketing activities, if they influence match attendance and how do they perceive football club image in general. Dissertation consists of theoretical and practical part. First I was dealing with 1. FC Slovácko characteristics, then with theory of marketing communication and in the remaining chapters with marketing research and its evaluation. Information needed, were got through personal interviewing in Uherské Hradiště. Knowledge gained by the research and subsequent suggestions and recommendations should contribute to improve and enhance image of 1. FC Slovácko football club, in general.