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

Autor: Marina Vukotic; Marin Corluka; Bojan Masanovic
Sprache: Englisch
Veröffentlicht: 2018
Quelle: Directory of Open Access Journals: DOAJ Articles
Online Zugang: http://www.jaspe.ac.me/clanci/JASPE_April_2018_Vukotic_19-23.pdf
https://doaj.org/toc/2536-569X
https://doaj.org/toc/2536-5703
doi:10.26773/jaspe.180404
2536-569X
2536-5703
https://doaj.org/article/84d98600446c4698bc0bef27d150c0ac
https://doi.org/10.26773/jaspe.180404
https://doaj.org/article/84d98600446c4698bc0bef27d150c0ac
Erfassungsnummer: ftdoajarticles:oai:doaj.org/article:84d98600446c4698bc0bef27d150c0ac
id ftdoajarticles:oai:doaj.org/article:84d98600446c4698bc0bef27d150c0ac
bisp-collection base
recordtype bispbase
url http://www.jaspe.ac.me/clanci/JASPE_April_2018_Vukotic_19-23.pdf
https://doaj.org/toc/2536-569X
https://doaj.org/toc/2536-5703
doi:10.26773/jaspe.180404
2536-569X
2536-5703
https://doaj.org/article/84d98600446c4698bc0bef27d150c0ac
https://doi.org/10.26773/jaspe.180404
https://doaj.org/article/84d98600446c4698bc0bef27d150c0ac
url-type primary
primary
primary
primary
primary
primary
primary
info
info
spelling Attitudes
Advertising
Sports Events
Mostar
Sports
GV557-1198.995
Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
publishDate 2018
publishDate_facet 2018
baseCollectionName Directory of Open Access Journals: DOAJ Articles
baseCountry org
title Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
spellingShingle Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
title_short Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
title_sort Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events
author2 Marina Vukotic
Marin Corluka
Bojan Masanovic
author_facet Marina Vukotic
Marin Corluka
Bojan Masanovic
author2-role Autor
Autor
Autor
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.
abstract_type general
abstract_lang eng
language eng
publisher University of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports Academy
_version_ 1808965936585113601
score 13,263229