HOW DOES ADVERTISING THROUGH SPORT WORK? EVIDENCE FROM MONTENEGRO.
Popovic, S.1, Bjelica, D.1, Jaksic, D.2, Georgiev, G.3
1: University of Montenegro (Niksic, Montenegro), 2: University of Novi Sad (Novi Sad, Serbia), 3: Ss.Cyril and Methodius University (Skopje, Macedonia)
The first purpose of this study was to compare consumers’ attitudes towards advertising through sport with their attitudes towards advertising in general. The second purpose of this study was to analyze the relationships between beliefs about and attitude towards advertising through sport, mostly due to the reason that it was expected that companies should profit from the use of sport as an advertising medium and the identification of specified beliefs influencing to positive attitudes would enhance advertising strategies.
The data was collected from ran¬domly selected 433 stakeholders in Montenegro (male: 217; female: 216) during the spring semester of 2010. The system of variables consist 45 items, modeled by seven-point Likert scale, of attitudes and beliefs about and 6 demographic items that were modified from Pyun (2006) original items to fit each area. The factor analysis were employed to take the best item of each question, while Wilcoxon Signed Ranks Test was used to test consumers’ attitudes towards advertising through sport with their attitudes towards advertising in general. Then, Optimal Scaling Method was employed to reveal the relationships between beliefs about and attitude towards advertising through sport.
The customers’ attitudes towards advertising through sport were significantly more positive than their attitudes towards advertising in general, while all beliefs, except materialism significantly influenced attitude towards advertising through sport.
The current findings support the authors’ hypothesis that the consumers’ attitudes toward advertising through sport in Montenegro are significantly more positive than advertising in general. These findings were consistent with the previous evidences (Mittal, 1994; Schlosser et al., 1999; Pyun et al., 2012). However, this study that recruited whole Montenegro’s population didn’t show consistent findings with the previous studies that were conducted using college students as a research sample (Pyun & James, 2009, 2011; Pyun et al., 2012), mostly due to the reason this study found much more advertising beliefs significantly influenced consumers’ attitude towards advertising through sport. The authors believe these findings were caused because the sample covered whole population, but it could be also caused, due to the reason that the generalisability of results could vary from one population to other populations. Anyway, these findings with certainty provide a cornerstone for understanding the growth of consumers’ attitude towards advertising through sport in Montenegro.
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