1University of Montenegro, Faculty for Sports and Physical Education, Niksic, Montenegro
Attitudes of Consumers from Autonomous Province of Vojvodina toward Advertising through Sport in relation with the Frequency of Watching Sports Events
Sport Mont 2018, 16(3), 91-96 | DOI: 10.26773/smj.181016
Abstract
This investigation was aimed at gaining relevant knowledge about the attitudes of the consumers from the Autonomous Province of Vojvodina toward advertising through sport in relation with the frequency of watching sports events. The sample included 451 students from Faculty of Sport and Physical Education,Faculty of sport and tourismin Novi Sad and Chemical, Biotechnology and Medicine Department in Subotica, and it was divided into six subsample groups: consumers who do not watch sports events at all, consumers who do watch sports events 1-30 minutes, consumers who watch sports events 31-60 minutes, those who watch them 61-90 minutes, those who watch them 91-120 minutes, as well as those who watch sports events more than 120 minutes during one 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), 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=.00. Hence, it is interesting to highlight that it was found that significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. The significant differences were found in two out of three variables, while the consumers who do not watch sports events had much more negative attitudes toward advertising through sport.
Keywords
attitudes, advertising, sports events, Vojvodina
References
Bajramovic, I., Zoric, G., & Masanovic, B. (2018). Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events. Journal of Anthropology of Sport and Physical Education, 2(2), 43-7.
Bjelica, D., & Popovic, S. (2015a). Evolution of advertising with a specific retrospection at sport advertising. Sport Mont, 13(43,44,45), 35-41.
Bjelica, D., & Popovic, S. (2015b). Evolution of Advertising with a Specific Retrospection at Sport Advertising. In Book of Abstracts of the 12th International Scientific Conference on Transformation Process in Sport “Sport Performance” (60-61), Podgorica: Montenegrin Sports Academy.
Bjelica, D., Gardasevic, J., & Corluka, M. (2018). Attitudes of Consumers from the Mostrar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods. Journal of Anthropology of Sport and Physical Education, 2(2), 3-7.
Bjelica, D., Gardasevic, J., Vasiljevic, I., & Popovic, S. (2016a). Ethical Dilemmas of Sport Advertising. Sport Mont, 14(3), 41–3.
Bjelica, D., Gardasevic, J., Vasiljevic, I., & Popovic, S. (2016c). Ethical dilemmas of sport advertising. In Book of Abstracts of the 13th International Scientific Conference on Transformation Process in Sport “Sport Performance” (41), Podgorica: Montenegrin Sports Academy.
Bjelica, D., Popović, S., Jakšić, D., Hadžić, R., & Akpinar, S. (2014b). How Does Advertising through Sport Work? Evidence from Turkey. In Proceedings book of the 7th International Scientific Conference on Kinesiology “Fundamental and Applied Kinesiology – Steps Forward” (477). Opatija: University of Zegreb, Faculty of Kinesiology.
Corluka, M., Bjelica, D., & Vukotic, M. (2018). Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how Often they Participate in Sports Activities. Journal of Anthropology of Sport and Physical Education, 2(2), 9-13.
Djurisic, V., Perovic, D., & Masanovic, B. (2018). Attitudes of consumers from Podgorica toward advertising through sport among the question how often consumers purchase sporting goods. Journal of Anthropology of Sport and Physical Education, 2(2), 55-60. https://doi.org/10.26773/jaspe.180410
Gardasevic, J., Bajramovic, I., & Masanovic, B. (2018). Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how Often they Participate in Sports Activities. Journal of Anthropology of Sport and Physical Education, 2(2), 37-41.
Gardasevic, J., Zoric, G., & Masanovic, B. (2017). Attitudes of Turkish consumers toward advertising through sport among the question how often they participate in sports activities. Journal of Anthropology of Sport and Physical Education, 1(1), 23-7.
Gardasevic, J., Zoric, G., & Masanovic, B. (2018). Attitudes of Montenegrin consumers toward advertising through sport among the question how often they participate in sports activities. Journal of Anthropology of Sport and Physical Education, 2(1), 15-9.
Klačar, M. & Popović, S. (2010). Reklamiranje u sportu kao efektivno sredstvo savremene komunikacije. Teme, 4, 1219-30.
Kovacevic, D., Milosevic, Z., & Masanovic, B. (2018). Attitudes of consumers from Podgorica toward advertising through sport among the question how often they participate in sports activities. Journal of Anthropology of Sport and Physical Education, 2(2), 61-5. https://doi.org/10.26773/jaspe.180411
Masanovic, B., Zoric, G., & Gardasevic, J. (2017). Attitudes of Turkish consumers toward advertising through sport among the frequency of watching sports events. Journal of Anthropology of Sport and Physical Education, 1(1), 3-7.
Masanovic, B., Zoric, G., & Gardasevic, J. (2018). Attitudes of Montenegrin consumers toward advertising through sport among the frequency of watching sports events. Journal of Anthropology of Sport and Physical Education, 2(1), 9-13.
Milovic, N., Corluka, M., & Masanovic, B. (2018). Attitudes of consumers from Podgorica toward advertising through sport among the frequency of watching sports events. Journal of Anthropology of Sport and Physical Education, 2(2), 71-6. https://doi.org/10.26773/jaspe.180413
Molnar, S., Lilić, Lj., Popović, S., Akpinar, S., & Jakšić, D. (2011). Attitudes of various demographic groups toward advertising through sport at METU. Facta Universitatis, Series: Physical Education and Sport, 9(3), 255-63.
Muratović, A., Bjelica, D., & Popović, S. (2014). Examining beliefs and attitudes toward advertising through sport among montenegrin consumers. Facta Universitatis, Series: Physical Education and Sport, 12(2), 95-104.
Popović, S. (2011). Reklamiranje u sportu kao efektivno sredstvo savremene poslovne komunikacije. Neobjavljena doktoska disertacija, Novi Sad: Univerzitet u NovomSadu.
Popovic, S. & Milasinovic, R. (2016). Model of Advertising Communication in Sport. Sport Mont, 14(1), 33–8.
Popovic, S. (2011b). The attitudes toward sport advertising among the question how often consumers purchase sporting goods. Sport Mont, IX(28,29,30), 140-7.
Popovic, S. (2015). Sport Nowadays (In Montenegrin). In D. Bjelica (Ed.), Advertising Role of Sponsorship in Modern Sport (111-116). Podgorica: Montenegrin Sports Academy.
Popović, S., Bjelica, D., Georgiev, G., & Akpinar, S. (2011b). Comparison of attitudes toward advertising through sport between Montenegrin and Turkish stakeholders. In Proceedings book of the 6th International Scientific Conference on Kinesiology “Integrative Power of Kinesiology” (612). Opatija: University of Zegreb, Faculty of Kinesiology.
Popovic, S., Bjelica, D., Jaksic, D, & Georgiev, G. (2013). How does Advertising Through Sport Work? Evidence from Montenegro. In Book of Abstracts of the 18thAnnual Congress of the European College of Sport Science (444-5), Barcelona: National Institute of Physical Education of Catalonia.
Popović, S., Jakšić, D., Matić, R., Bjelica, D., & Maksimović, N. (2014). Examining Beliefs and Attitudes toward Advertising through Sport among Serbian Consumers. In Book of abstracts of International conference “Economics and Management of Sports 2014” (11-2). Brno: Faculty of Sports Studies.
Popović, S., Jakšić, D., Matić, R., Bjelica, D., & Maksimović, N. (2015g). Examining Beliefs and Attitudes toward Advertising through Sport among Serbian Consumers. Studia Sportiva, 9(1), 225-31.
Popovic, S., Matic, R., Milasinovic, R., Hadzic, R., Milosevic, Z. & Bjelica, D. (2015b). Attitudes of serbian consumers toward advertising through sport with regard to the frequency of purchasing sporting goods.Sport Mont, XIII(43,44,45), 262-9.
Popovic, S., Matic, R., Milasinovic, R., Hadzic, R., Milosevic, Z., & Bjelica, D. (2015e). Attitudes of Serbian Consumers toward Advertising through Sport among the Question How Often Consumers Purchase Sporting Goods. In Book of Abstracts of the 12th International Scientific Conference on Transformation Process in Sport “Sport Performance” (59-60), Podgorica: Montenegrin Sports Academy.
Popovic, S., Matic, R., Milasinovic, R., Jaksic, D., & Bjelica, D. (2015d). Attitudes of Serbian Consumers toward Advertising through Sport among the Question How Often They Participate in Sports Activities. In Book of Abstracts of the 12th International Scientific Conference on Transformation Process in Sport “Sport Performance” (58-9), Podgorica: Montenegrin Sports Academy.
Popovic, S., Matic, R., Milasinovic, R., Jaksic, D., & Bjelica, D. (2015a). Stavovi srbijanskih potrošača prema reklamiranju u sportu u odnosu na učestalost bavljenja sportskim aktivnostima. Sport Mont, XIII(43,44,45), 50-6.
Popović, S., Matic, R., Milasinovic, R., Vujovic, D., Milosevic, Z. & Bjelica, D. (2015c). Attitudes of serbian consumers toward advertising through sport with regard to the frequency of watching sports events. Sport Mont, XIII(43,44,45), 270-6.
Popovic, S., Matic, R., Milasinovic, R., Vujovic, D., Milosevic, Z., & Bjelica, D. (2015f). Attitudes of Serbian Consumers toward Advertising through Sport among the Frequency of Watching Sports Events. In Book of Abstracts of the 12th International Scientific Conference on Transformation Process in Sport “Sport Performance” (60), Podgorica: Montenegrin Sports Academy.
Popovic, S., Molnar, S., & Radovanovic, D. (2011a). The attitudes toward sport advertising among the question how often consumers participate in sports activities. Sport Mont, IX(28,29,30), 148-55.
Vukotic, M., Corluka, M., & Masanovic, B. (2018). Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events. Journal of Anthropology of Sport and Physical Education, 2(2), 19-23.
Zoric, G., Gardasevic, J., & Bajramovic, I. (2018). Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods. Journal of Anthropology of Sport and Physical Education, 2(2), 25-9.
Zoric, G., Masanovic, B., & Gardasevic, J. (2017). Attitudes of Turkish consumers toward advertising through sport among the question how often consumers purchase sporting goods. Journal of Anthropology of Sport and Physical Education, 1(1), 17-21. https://doi.org/10.26773/jaspe.171003
Zoric, G., Masanovic, B., & Gardasevic, J. (2018). Attitudes of Montenegrin consumers toward advertising through sport among the question how often consumers purchase sporting goods. Journal of Anthropology of Sport and Physical Education,2(1), 21-5.