Articlediamond2015

Examining beliefs and attitudes toward advertising through sport among Serbian consumers

Stevo R Popovic · Damjan Jakšić · Radenko M. Matic · Dusko J. Bjelica · Nebojša Maksimović

27 citations0/0 files storedStudia sportiva

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

The first purpose of this pilot study was to compare consumers’ attitudes towards advertising through sport with their attitudes towards advertising in general. The second purpose of this pilot study was to analyze the relationships between beliefs about and attitude towards advertising through sport, mostly due to the reason it was expected that enterprises should profit from the use of sport as an advertising medium and the identification of specified beliefs influencing to positive attitudes would enhance advertising strategies. The data was collected from randomly selected 127 students who attended University of Novi Sad during the autumn semester of 2013. The system of variables consist 39 items, modeled by seven-point Likert scale, of attitudes and beliefs about and eight demographic items that were modified from Pyun’s original items to fit each area. The factor analysis were employed to take the best item of each construct, while Wilcoxon Signed Ranks Test was used to compare consumers’ attitudes towards advertising through sport with their attitudes towards advertising in general. Then, Optimal Scaling Method was employed to reveal the relationships between beliefs about and attitude towards advertising through sport. Expected, the customers’ attitudes towards advertising through sport were significantly more positive than their attitudes towards advertising in general. On the other hand, unexpected, just one (product information) of maximum seven belief constructs have significantly influenced attitude towards advertising through sport.

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References

2022Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework 1993Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising 1998Public Attitudes Toward Advertising: More Favorable Than You Might Think 2000Advertising Attitudes and Advertising Effectiveness 1999Survey of Internet users' attitudes toward Internet advertising 1987An Investigation of Factors Underlying Attitude-Toward-Advertising-in-General 1994Public Assessment of TV Advertising: Faint Praise and Harsh Criticism 1989The Dimensionality of Beliefs toward Advertising in General

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2018Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Question How Often Consumers Purchase Sporting Goods 2018Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events 2018Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Frequency of Watching Sports Events 2018Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Question How Often They Participate in Sports Activities

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