Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events

Abstract

It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser's product. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among. The sample included 228 respondents, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. 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=.006. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. These results are so important for the marketers, mostly due to the reason they can't merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this is the case in previous investigations and this observation presents relevant information.

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 University of Novi Sad 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, & Ćorluka, 2018;Ćorluka, Bjelica, & Vukotić, 2018;Vukotić, Ćorluka, & Mašanović, 2018;Milovic, Corluka, & Masanovic, 2018;Djurisic, Perovic, & Masanovic, 2018;Kovacevic, Milosevic, & Masanovic, 2018), a to upravo i jeste cilj ove studije.…”

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

“…Pronađene značajne razlike između ispitanika sa različitom uče-stalošću u bavljenju sportskim aktivnostima, ne slažu se sa prethodnim studijama (Bjelica i sar., 2014b; Bjelica i Popović, 2015a;Bjelica & Popović, 2015b;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 Srbiji 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).…”