Consumers attitudes toward advertising through sport,athlets and sport events

U trenutku sudjelovanja na nekom sportskom događaju ili praćenja istog preko različitih medija potrošači su izloženi raznim oglasima. Na taj način oni formiraju svoje stavove koji će na kraju biti ključan čimbenik u donošenju kupovne odluke, te poslijekupovnog ponašanja. Razna prethodna istraživanja stavova potrošača prema oglašavanju u cjelini i prema oglašavanju putem određenih medija jasno daju do znanja da stavovi potrošača prema oglašavanju tijekom vremena postaju sve negativniji. Jednako tako, istraživači su potvrdili da je sport jedna od platformi kroz koju je moguće stvoriti pozitivnije stavove i to na temelju svih prednosti i užitaka koje sport uključuje. Stav prema oglašavanju putem sporta formira se prema prethodno stvorenim uvjerenjima , stavovima prema oglašavanju u cjelini, te odnosu prema sportu. Kroz teorijski i empirijski dio ovaj rad nastoji objasniti i analizirati elemente uvjerenja, te ih povezati sa stavovima potrošača prema oglašavanju putem sporta, sportaša i sportskih događaja. Prilikom provođenja istraživanja korišten je anketni upitnik načinjen po uzoru na znanstveni rad autora Do Young Pyuna (2006.). Prikupljeni su podaci potrošača svih dobnih skupina, koji su se upitnikom izjasnili prvo glede svojih sportskih navika (praćenja sporta, bavljenja sportom, učestalosti kupovine sportskih proizvoda), a zatim i glede svojih uvjerenja i stavova o oglašavanju putem sporta i oglašavanju u cjelini. Rezultati istraživanja pokazuju da iako su uvjerenja potrošača prilično neutralna, njihovi stavovi su pozitivni, te na njih najviše utječu uvjerenja koja se tiču užitaka i informiranosti koje im dotični oglas pruža.Upon participating on a sporting event or following one via the media, the consumers are exposed to various advertisements. That way they form their attitudes which will eventually become vital factors in making a purchase decision, and buyers’ behaviour afterwards. Different previous studies on consumers’ attitudes towards advertisingt via certain media clearly show that the consumers’ attitudes towards advertisement have become increasingly negative in the course of time. Consequently, researchers have confirmed that sport is one of the platforms for creating more positive attitudes based on all the benefits and enjoyments included in sports. Attitudes towards sport advertising are formed based on previously created beliefs, attitudes towards advertisement in general and attitudes towards sports. The aim of this work is to analyse and explain the elements of beliefs through theory and empirical research, and combine them with the attitudes of consumers towards sports advertising, athletes and sporting events. During the course of the study, we have used a questionnaire based on the model devised by Do Young Pyun (2006.). The gathered data pertained to all age groups of consumers, who provided their opinions on sport habits (following sporting events, doing sports, the frequency of purchasing sports products), and then their beliefs and attitudes on sports advertising and advertising in general, via the questionnaire. The study results show that even though the beliefs of consumers are relatively neutral, their attitudes are positive and mostly affected by beliefs pertaining to enjoyment and information provided by the aforementioned advertisement