EXAMINING BELIEFS AND ATTITUDES TOWARD ADVERTISING THROUGH SPORT AMONG MONTENEGRIN CONSUMERS

Abstract

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 enterprises 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 ran­domly selected 433 stakeholders in Montenegro (male: 217; female: 216) during the spring semester of 2010. The system of variables consist 39 items, modeled by seven-point Likert scale, of attitudes and beliefs about and eight demographic items that were modified from Pyun’s original items to fit each area. The factor analysis were employed to take the best item of each construct, while Wilcoxon Signed Ranks Test was used to compare 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 consumers’ attitudes towards advertising through sport were significantly more positive than their attitudes towards advertising in general, while all beliefs, except materialism significantly influenced consumers’ attitude towards advertising through sport in Montenegro. Hence, the findings of this study develop a clear-sighted knowledge base in order to provide a practical guide to the sport marketers.