Dijana Kovacevic1, Zoran Milosevic2, Bojan Masanovic3
1University of Montenegro, Faculty of Economics, Podgorica, Montenegro
2University of Novi Sad, Faculty of Sport and Physical Education, Novi Sad, Serbia
3University of Montenegro, Faculty for Sport and Physical Education, Niksic, Montenegro
Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities
J. Anthr. Sport Phys. Educ. 2018, 2(2), 61-65 | DOI: 10.26773/jaspe.180411
Abstract
This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a month. 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 analyzed 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=.000. Hence, it is interesting to highlight that it was found there are significant differences showed up between the consumers who participate in various sports activities. The significant differences were found in one of three variables, while the consumers who participate less than 4 times a moths had much more negative attitudes toward advertising though sport.
Keywords
Attitudes, Advertising, Sports Events, Podgorica
View full article
(PDF – 189KB)
References
Bajramović, I., Zorić, G., & Mašanović, 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).
Bjelica, D., & Popović, 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., Gardašević, J., & Ćorluka, 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).
Bjelica, D., Gardašević, J., Vasiljević, I., & Popović, S. (2016a). Ethical Dilemmas of Sport Advertising. Sport Mont, 14(3), 41–43.
Bjelica, D., Gardašević, J., Vasiljević, I., & Popović, 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., i Popović, S. (2011). Stavovi potrošača prema reklamiranju u sportu u odnosu na učestalost posmatranja sportskih događaja. Sportske nauke i zdravlje, 1(2), 114-119.
Bjelica, D., i Popović, S. (2015a). Evolucija reklamiranja sa posebnim osvrtom na reklamiranje u sportu. Sport Mont, 13(43,44,45), 35-41.
Bjelica, D., Popović, S., & Akpinar, S. (2014a). Book of Abstracts of the 11th International Scientific Conference on Transformation Process in Sport “Sport Performance”. Podgorica: Montenegrin Sports Academy.
Bjelica, D., Popović, S., & Akpinar, S. (2015c). Book of Abstracts of the 12th International Scientific Conference on Transformation Process in Sport “Sport Performance”. Podgorica: Montenegrin Sports Academy.
Bjelica, D., Popović, S., & Akpinar, S. (2016b). Book of Abstracts of the 13th International Scientific Conference on Transformation Process in Sport “Sport Performance”. Podgorica: Montenegrin Sports Academy.
Bjelica, D., Popović, S., & Akpinar, S. (2017). Book of Abstracts of the 14th International Scientific Conference on Transformation Process in Sport “Sport Performance”. 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.
Ćorluka, M., Bjelica, D., & Vukotić, 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).
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).
Gardašević, J., Zorić, G., & Mašanović, 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), 23-27.
Gardašević, J., Zorić, G., & Mašanović, 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), 15-19.
Klačar, M. & Popović, S. (2010). Reklamiranje u sportu kao efektivno sredstvo savremene komunikacije. Teme, 4, 1219-1230.
Mašanović, B., Zorić, G., & Gardašević, 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.
Mašanović, B., Zorić, G., & Gardašević, 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.
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), 255-263.
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.
Popovic, S. (2011). Reklamiranje u sportu kao efektivno sredstvo savremene poslovne komunikacije. Neobjavljena doktoska disertacija, Novi Sad: Univerzitet u Novom Sadu.
Popović, S. & Milašinović, R. (2016). Model of Advertising Communication in Sport. Sport Mont, 14(1), 33–38.
Popović, S. (2011b). Stavovi potrošača prema reklamiranju u sportu u odnosu na učestalost kupovine sportskih proizvoda. Sport Mont, 9(28,29,30), 140-147.
Popović, S. (2015). Sport Nowadays (In Montenegrin). In D. Bjelica (Ed.), Advertising Role of Sponsorship in Modern Sport (pp. 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.
Popović, S., Bjelica, D., Jakšić, 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 (444-445), 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” (pp. 11-12). 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), 225-231.
Popović, S., Matić, R., Milašinović, R., Hadžić, R., Milošević, Z., & Bjelica, D. (2015b). Stavovi srbijanskih potrošača prema reklamiranju u sportu u odnosu na učestalost kupovine sportskih proizvoda. Sport Mont, 13(43,44,45), 262-269.
Popović, S., Matić, R., Milašinović, R., Hadžić, R., Milošević, 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.
Popović, S., Matić, R., Milašinović, R., Jakšić, D., & Bjelica, D. (2015a). Stavovi srbijanskih potrošača prema reklamiranju u sportu u odnosu na učestalost bavljenja sportskim aktivnostima. Sport Mont, 13(43,44,45), 50-56.
Popović, S., Matić, R., Milašinović, R., Jakšić, 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” (58-59), Podgorica: Montenegrin Sports Academy.
Popović, S., Matić, R., Milašinović, R., Vujović, D., Milošević, Z. & Bjelica, D. (2015c). Stavovi srbijanskih potrošača prema reklamiranju u sportu u odnosu na učestalost posmatranja sportskih događaja. Sport Mont, 13(43,44,45), 270-276.
Popović, S., Matić, R., Milašinović, R., Vujović, D., Milošević, 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.
Popović, S., Molnar, S., & Radovanović, D. (2011a). Stavovi potrošača prema reklamiranju u sportu u odnosu na učestalost bavljenja sportskim aktivnostima. Sport Mont, 9(28,29,30), 148-155.
Vukotić, M., Ćorluka, M., & Mašanović, 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).
Zorić, G., Gardašević, J., & Bajramović, 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).
Zorić, G., Mašanović, B., & Gardašević, J. (2017). Attitudes of Turskish 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
Zorić, G., Mašanović, B., & Gardašević, 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), 21-25.