Articlediamond2014

EXAMINING BELIEFS AND ATTITUDES TOWARD ADVERTISING THROUGH SPORT AMONG MONTENEGRIN CONSUMERS

Aldijana Muratović · Dusko J. Bjelica · Stevo R Popovic

22 citations0/0 files storedFacta Universitatis Series Physical Education and Sport

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

Abstract

800x600 The first purpose of this study was to compare consumers’ attitudes towards advertising through sport with their attitudes towards advertising in general. The second purpose of this study was to analyze the relationships between beliefs about and attitude towards advertising through sport, mostly due to the reason that 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 433 stakeholders in Montenegro (male: 217; female: 216) during the spring semester of 2010. 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. The consumers’ attitudes towards advertising through sport were significantly more positive than their attitudes towards advertising in general, while all beliefs, except materialism significantly influenced consumers’ attitude towards advertising through sport in Montenegro. Hence, the findings of this study develop a clear - sighted knowledge base in order to provide a practical guide to the sport marketers.

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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 2017Contemporary sports product and making a brand 2018Attitudes of Consumers from Educons University toward Advertising through Sport among the Frequency of Watching Sports Events 2018Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events

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