Advertising Through Sport and Purchasing Sporting Goods Ratio: Sarajevo Canton in Bosnia and Herzegovina Case

Posted: 4 Mar 2018

See all articles by Gorica Zoric

Gorica Zoric

Independent

Jovan Gardasevic

University of Montenegro, Faculty for Sport and Physical Education

Izet Bajramovic

University of Sarajevo

Date Written: March 2, 2018

Abstract

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 Sarajevo consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 358 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=.000).

Suggested Citation

Zoric, Gorica and Gardasevic, Jovan and Bajramovic, Izet, Advertising Through Sport and Purchasing Sporting Goods Ratio: Sarajevo Canton in Bosnia and Herzegovina Case (March 2, 2018). Available at SSRN: https://ssrn.com/abstract=3132990

Gorica Zoric (Contact Author)

Independent ( email )

No Address Available
United States

Jovan Gardasevic

University of Montenegro, Faculty for Sport and Physical Education ( email )

Narodne omladine
bb
Niksic, Central Region 81400
Montenegro
+38240235207 (Phone)
+38240235200 (Fax)

HOME PAGE: http://www.ucg.ac.me/sport

Izet Bajramovic

University of Sarajevo ( email )

Obala Kulina bana 7
71000 Sarajevo
Bosnia and Herzegovina

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related research on SSRN

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