How does advertising through sport work? Evidence from college students in Singapore

Examining beliefs and attitudes toward advertising through sport among Serbian consumers

“…It was founded that only one belief constructs (product information) contributed to the prediction of the attitude construct. On the other hand, similar to previous studies (cited in Pyun et al, 2012), the three negative advertising functions (social role and image, annoyance/irritation, and materialism) did not contribute to consumers' overall attitude towards advertising through sport. From all aforementioned, Serbian marketers may benefi t from advertising which includes just production information contents and avoid social role and image, annoyance/irritation, and materialism, merely when designing its campaigns through sport in the market.…”

“…The authors started with the research question if consumers' attitudes towards advertising through sport would be more positive than advertising in general and the current fi ndings supported the authors' hypothesis that the consumers' attitudes toward advertising through sport in Serbia are signifi cantly more positive than advertising in general. These fi ndings correspond to the previous evidences from the diff erent societies (Bjelica, Popović, Jakšić, Hadžić, and Akpinar, 2014;Mittal, 1994;Schlosser, Shavitt, and Kanfer, 1999;Pyun et al, 2012;Muratović et al, 2014) and support general idea that advertising through sport is much more attractive promotional tool worldwide for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service. It is also interesting to mention that Serbian university students did not perceive advertising in general in a negative manner, due to the reason the mean score was 4.89.…”

“…However, the second part of this study did not support the authors' hypothesis and fi ndings from previous studies Pyun et al, 2012;Muratović et al, 2014); due to the reason advertising beliefs of the Serbian university students did not signifi cantly infl uenced consumers' attitudes towards advertising through sport in all expected constructs. Hence, this investigation failed to show an evidence of the conceptualization of the proposed structural model.…”

“…Interestingly, contrary to previous research studies , Muratović at el., 2014Pyun et al, 2012), this research found much less advertising beliefs signifi cantly infl uenced consumers' attitude towards advertising through sport and initiate the authors of this study to consider a new structural model for applied population and take into consideration some additional belief factors about advertising through sport such as informative, credibility, claim believability, drama, value corruption, aesthetics, entertainment, commercialism and sex appeal. The authors believed this action would be reasonable, mostly due to the reason 77% of the total variance of the attitude construct was explained by the combined eff ects of the seven applied determinants and just one signifi cantly infl uenced it.…”

“…These inconsistencies have directed all of them to suspect that advertising campaigns that used elements from specifi c mediums infl uence consumers' attitudes toward advertising accordingly. Some authors believed that one of the most relevant mediums are the elements of sport, such as athletes, teams, images of sporting events and sporting venues (Pyun, 2006), mostly due to the reason these elements can aff ect the attitudes of consumers and caused signifi cant fl uctuations in their attitudes in parallel to other elements (Pyun, Kwon, Chon, and Wook, 2012). From this reason, many researchers recognized sport as an independent advertising platform that enterprises may use to overpower consumers' negative attitudes towards advertising.…”