Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how Often they Participate in Sports Activities

Abstract

Advertising is an attractive promotional tool for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service. Hence, there is necessity to analyse their general attitudes among various questions, while this research was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 228 respondents, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1-4 a month, 5-10 a month, 11-20 a month, as well as consumers participate in sport activities more than 20 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.000. Hence, it is interesting to highlight that it was found there are significant differences showed up between the consumers who participate in various sports activities. These results are so important for the marketers, mostly due to the reason they can't merge all the potential consumers who participate in various sports activities into one homogeneous group. This isthe case in previous investigations and this observation presents relevant information.

Attitudes of Consumers from Podgorica toward Advertising through Sport among the Frequency of Watching Sports Events

“…Iz tog razloga, mnogi istraživaci priznaju sport kao nezavisnu reklamnu platformu koju poslovni subjekti mogu koristiti kako bi prevazisli negativne stavove potrošača prema reklamiranju. Samim tim se postavilo i pitanje, kako posmatranje sportskih događaja utiče na stavove potrošača prema reklamiranju u sportu kao jedan od niza problema sa kojim se nije susretalo mnogo autora do sada (Bjelica, Popović, & Akpinar, 2014a;Bjelica, Popović, & Akpinar, 2015c;Bjelica, Popović, & Akpinar, 2016b;Bjelica, Popović, & Akpinar, 2017;Mašanović, Zorić, & Gardaše-vić, 2017;Bjelica, Gardašević, & Ćorluka, 2018;Ćorluka, Bjelica, & Vukotić, 2018;Vukotić, Ćorluka, & Mašanović, 2018), a to upravo i jeste cilj ove studije.…”

Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities

“…Pronađe-ne značajne razlike između ispitanika sa različitom učestalošću u bavljenju sportskim aktivnostima, slažu se sa prethodnim studijama (Bjelica i sar., 2014b;Bjelica i Popović, 2015a;Bjelica i sar., 2016a;Bjelica i sar., 2016c;Gardasevic, Zoric, & Masanovic, 2017;Bjelica, Gardašević, & Ćorluka, 2018;Ćorluka, Bjelica, & Vukotić, 2018;Vukotić, Ćorluka, & Mašanović, 2018). Ovi rezultati su veoma važni za poslovne subjekte u Crnoj Gori i za naučnu javnost, uglavnom iz razloga što ne mogu spojiti sve potencijalne potrošače koji učestvuju u raznim sportskim aktivnostima u jednu homogenu grupu, o čemu govore i prethodna istraživanja (Bjelica i sar., 2016a; Bjelica i sar., 2016c).…”

Attitudes of Consumers from Educons University toward Advertising through Sport among the Frequency of Watching Sports Events

“…Iz tog razloga, mnogi istraživaci priznaju sport kao nezavisnu reklamnu platformu koju poslovni subjekti mogu koristiti kako bi prevazisli negativne stavove potrošača prema reklamiranju. Samim tim se postavilo i pitanje, kako posmatranje sportskih događaja utiče na stavove potrošača prema reklamiranju u sportu kao jedan od niza problema sa kojim se nije susrijetalo mnogo autora do sada (Bjelica, Popović, & Akpinar, 2014a;Bjelica, Popović, & Akpinar, 2015c;Bjelica, Popović, & Akpinar, 2016b;Bjelica, Popović, & Akpinar, 2017;Bjelica, Gardašević, & Ćor-luka, 2018;Ćorluka, Bjelica, & Vukotić, 2018;Vukotić, Ćorlu-ka, & Mašanović, 2018;Milovic, Corluka, & Masanovic, 2018;Djurisic, Perovic, & Masanovic, 2018;Kovacevic, Milosevic, & Masanovic, 2018), a to upravo i jeste cilj ove studije.…”