Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods
Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports Academy
2018-04-01
|
| Series: | Journal of Anthropology of Sport and Physical Education |
| Subjects: | |
| Online Access: | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Bjelica_3-7.pdf |
| _version_ | 1818135650820423680 |
|---|---|
| author | Dusko Bjelica Jovan Gardasevic Marin Corluka |
| author_facet | Dusko Bjelica Jovan Gardasevic Marin Corluka |
| author_sort | Dusko Bjelica |
| collection | DOAJ |
| description | Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 228 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 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 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=.020). |
| first_indexed | 2024-12-11T09:27:53Z |
| format | Article |
| id | doaj.art-be3fcde973084f4a9e14451665603f60 |
| institution | Directory Open Access Journal |
| issn | 2536-569X 2536-5703 |
| language | English |
| last_indexed | 2024-12-11T09:27:53Z |
| publishDate | 2018-04-01 |
| publisher | University of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports Academy |
| record_format | Article |
| series | Journal of Anthropology of Sport and Physical Education |
| spelling | doaj.art-be3fcde973084f4a9e14451665603f602022-12-22T01:13:06ZengUniversity of Montenegro, Faculty for Sport and Physical Education, Montenegrin Sports AcademyJournal of Anthropology of Sport and Physical Education2536-569X2536-57032018-04-01223710.26773/jaspe.180401Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting GoodsDusko Bjelica0Jovan Gardasevic1Marin Corluka2University of Montenegro, Faculty for Sport and Physical Education, Niksic, MontenegroUniversity of Montenegro, Faculty for Sport and Physical Education, Niksic, MontenegroUniversity of Mostar, Faculty of Mathematics and Science Education, Mostar, Bosnia and HerzegovinaUnlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 228 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 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 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=.020).http://www.jaspe.ac.me/clanci/JASPE_April_2018_Bjelica_3-7.pdfAttitudesAdvertisingSporting GoodsMostar |
| spellingShingle | Dusko Bjelica Jovan Gardasevic Marin Corluka Attitudes of Consumers from the Mostar 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 Attitudes Advertising Sporting Goods Mostar |
| title | Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_full | Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_fullStr | Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_full_unstemmed | Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_short | Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods |
| title_sort | attitudes of consumers from the mostar canton in bosnia and herzegovina toward advertising through sport among the question how often consumers purchase sporting goods |
| topic | Attitudes Advertising Sporting Goods Mostar |
| url | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Bjelica_3-7.pdf |
| work_keys_str_mv | AT duskobjelica attitudesofconsumersfromthemostarcantoninbosniaandherzegovinatowardadvertisingthroughsportamongthequestionhowoftenconsumerspurchasesportinggoods AT jovangardasevic attitudesofconsumersfromthemostarcantoninbosniaandherzegovinatowardadvertisingthroughsportamongthequestionhowoftenconsumerspurchasesportinggoods AT marincorluka attitudesofconsumersfromthemostarcantoninbosniaandherzegovinatowardadvertisingthroughsportamongthequestionhowoftenconsumerspurchasesportinggoods |