Attitudes of Consumers from Autonomus Province of Vojvodina 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 Autonomus Province of Vojvodina consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 451 students from Faculti of Sporth and Physical Education...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Montenegrin Sports Academy
2018-10-01
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| Series: | Journal of Anthropology of Sport and Physical Education |
| Subjects: | |
| Online Access: | http://www.jaspe.ac.me/clanci/JASPE_October_2018_Milosevic_55-60.pdf |
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| Summary: | This research was aimed at gaining relevant knowledge about the attitudes of Autonomus Province of Vojvodina
consumers toward advertising through sport among the question how often they participate in sports activities.
The sample included 451 students from Faculti of Sporth and Physical Education, Faculty of sport and tourism in
Novi Sad and Chemical, Biotechnology and Medicine Department in Subotica, 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 signifi cant diff erences occur at multivariate level, as well as between all three variables at a signifi cance
level of p=.000. Hence, it is interesting to highlight that it was found there are signifi cant diff erences showed up
between the consumers who participate in various sports activities. The signifi cant diff erences 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. |
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| ISSN: | 2536-569X 2536-5703 |