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 |
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| 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 |