Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities
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 gr...
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| Format: | Article |
| Language: | English |
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Montenegrin Sports Academy
2018-04-01
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| Series: | Journal of Anthropology of Sport and Physical Education |
| Subjects: | |
| Online Access: | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Kovacevic_61-65.pdf |
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| author | Dijana Kovacevic Zoran Milosevic Bojan Masanovic |
| author_facet | Dijana Kovacevic Zoran Milosevic Bojan Masanovic |
| author_sort | Dijana Kovacevic |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-0dff022bada64809acfc8ed316921bc2 |
| institution | Kabale University |
| issn | 2536-569X 2536-5703 |
| language | English |
| publishDate | 2018-04-01 |
| publisher | Montenegrin Sports Academy |
| record_format | Article |
| series | Journal of Anthropology of Sport and Physical Education |
| spelling | doaj-art-0dff022bada64809acfc8ed316921bc22025-08-20T03:58:10ZengMontenegrin Sports AcademyJournal of Anthropology of Sport and Physical Education2536-569X2536-57032018-04-0122616510.26773/jaspe.180411Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports ActivitiesDijana Kovacevic0Zoran Milosevic1Bojan Masanovic2University of Montenegro, Faculty of Economics, Podgorica, MontenegroUniversity of Novi Sad, Faculty of Sport and Physical Education, Novi Sad, SerbiaUniversity of Montenegro, Faculty for Sport and Physical Education, Niksic, MontenegroThis 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.http://www.jaspe.ac.me/clanci/JASPE_April_2018_Kovacevic_61-65.pdfAttitudesAdvertisingSports EventsPodgorica |
| spellingShingle | Dijana Kovacevic Zoran Milosevic Bojan Masanovic 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 Attitudes Advertising Sports Events Podgorica |
| title | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities |
| title_full | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities |
| title_fullStr | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities |
| title_full_unstemmed | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities |
| title_short | Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities |
| title_sort | attitudes of consumers from podgorica toward advertising through sport among the question how often they participate in sports activities |
| topic | Attitudes Advertising Sports Events Podgorica |
| url | http://www.jaspe.ac.me/clanci/JASPE_April_2018_Kovacevic_61-65.pdf |
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