Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
Journal Title: Journal of Anthropology of Sport and Physical Education - Year 2018, Vol 2, Issue 2
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.
Authors and Affiliations
Marina Vukotic, Marin Corluka, Bojan Masanovic
Keywords
Related Articles
- EP ID EP281978
- DOI 10.26773/jaspe.180404
- Views 74
- Downloads 0
Articles Published in all issues in 2010 in Sport Mont Journal: A Content Analysis
Sport Mont Journal (SMJ) is a print and electronic scientific journal. Sport Mont Journal is published three times a year by the Montenegrin sport academy (MSA), in February, June and October of each year. To this day, c...
Attitudes of Consumers from Podgorica toward Advertising through Sport among the Frequency of Watching Sports Events
This investigation was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among. The sample included 330 students from Faculty of Economics in Podgorica, divid...
Allometric Variation in Modern Humans and the Relationship Between Body Proportions and Elite Athletic Success
In many sports, greater height and arm span are purportedly linked to athletic success. While variation in body proportions has been explored across an array of scientific disciplines, studies focusing on humans of tall...
Meta-Analysis of Scientific Papers on effects of Motor Skills in the Basketball Published in the Journal Sport Mont from 2006 to 2018
The main objective of this research was to be done meta-analysis of original scientifi c papers published in the journal Sports Mont from 2006 to 2018, who determined the level of motor and situational-motor abilities in...
Meta-Analyze of the Scientific Papers on the Effects of the Preparation Period on the Basic Motor Skills of the Cadet Football Players
The main goal of the research was to make one meta-analyze of original scientific papers, mostly published in the Sport Mont Journal, who dealt with the identification of the level of quantitative changes in basic motor...