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A scientific study concerning the consumer's attitude toward advertising through sport

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Presentation master's thesis

Presentation master's thesis

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  • 1. Summary Master’s Thesis:A scientific study concerning the consumer’s attitude toward advertising through sport
  • 2. 1 2Intro Metho3 4Results Talk
  • 3. Problem Increasingly negative consumer’s attitude toward advertising Solution Use sport as advertisingplatform to foster positive consumer’s attitudes toward advertising
  • 4. Sport has become an important advertising platform Effectiveness of advertising through sport has been examined: recall or recognition BUT…No research of consumer’s cognitive structures in decision – making processes !
  • 5. Theoretical model of attitude toward advertising through sport (Pyun & James,2011)
  • 6. multiple belief constructs relationships among beliefs about advertising through and attitude toward sport advertising through sport Model of Pyun & James explains potential moderating effect of relationship between attitude attitude toward sport on the toward advertising through beliefs-to-attitude sport and Aad relationship BUT…No distinguishing between consumer’s sport participation, sex or age
  • 7. Model of Sport Participation (Scheeder, 2007)
  • 8. Research question for my Master Thesis: “What’s the effect of consumer’s sportparticipation, age and sex on their attitude toward advertising through sport?”
  • 9. 1 2Intro Metho3 4Results Talk
  • 10. Online survey 2 items about demografic data: sex and age 1 item about 1 item about active sport passive sport participation: participation: hours/week hours/week 45 items 7 points Likert-scale measuring concepts of modelSoftware:SPSS Statistics 20
  • 11. Remarko Definition ‘Advertising through sport’ “Any paid, non-personal message conveyed through some type of mass communication channel in relation to all types of sporting events” Clarify for respondents with 5 examples
  • 12. 1 2Intro Metho3 4Results Talk
  • 13. Respondents Sex Cumulative Frequency Percent Valid Percent Percent Men 137 56,1 56,1 56,1Valid Women 107 43,9 43,9 100,0 Total 244 100,0 100,0 Age Frequency Percent Valid Percent Cumulative Percent 15 - 20 17 7,0 7,0 7,0 20 - 30 103 42,2 42,2 49,2 30 - 40 27 11,1 11,1 60,2 Valid 40 - 50 47 19,3 19,3 79,5 50 - 60 42 17,2 17,2 96,7 60 + 8 3,3 3,3 100,0 Total 244 100,0 100,0
  • 14. Quick reminder
  • 15. Intern consistency conceptsConcept Number of items (initially) Cronbach’s alfaBelief 1: product information 5 0,859Belief 2: social role and image 8 0,865Belief 3: hedonism & pleasure 4 0,814Belief 4: irritation 3 0,626 0,712Belief 5: good for the economy 3 0,698 0,768Belief 6: materialism 5 0,747Belief 7: falsity 5 0,766Attitude toward advertising through sport 9 0,891 0,911Global attitude toward advertising 3 0,796
  • 16. Multiple regression analysis Model R R Square Adjusted R Square Std. Error of the Durbin - Watson Estimate 2,033 1 ,878a ,770 ,764 ,46962
  • 17. Single regression analysis Model R R Square Adjusted R Square Std. Error of the Durbin - Watson Estimate 1 ,543a ,295 ,292 ,95011 1,868
  • 18. Comparing the groups (1) Att_sport Frequency Percent Valid Percent Cumulative Percent 1,00 82 33,6 33,6 33,6 2,00 51 20,9 20,9 54,5Valid 3,00 43 17,6 17,6 72,1 4,00 68 27,9 27,9 100,0 Total 244 100,0 100,0 Active sport participation Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  • 19. Comparing the groups (2)Att_Sport•No sport participation•Only passive sport participation•Only active sport participation General•Passive and active sport participation attitude toward advertisingSex•Men Attitude toward•Women advertising through sportAge•15 – 20•20 – 30 7 beliefs•30 – 40•40 – 50•50 – 60•60 +
  • 20. 1 2Intro Metho3 4Results Talk
  • 21. All consumers (1) Belief Standardized coëfficientsHedonisme/Pleasure 0,401 Materialism -0,176Annoyance/Irritation -0,133 Falsity/No-Sense -0,119Social role and Image 0,117Good for the economy 0,109Product Information 0,081
  • 22. All consumers (2)o The 7 beliefs explain 77,0 % of the variance in attitude toward advertising through sport Mulitple regresion analysis:Model R R Square Adjusted R Square Std. Error of the Estimate Durbin - Watson 2,0331 ,878a ,770 ,764 ,46962o Hedonisme/Pleasure is most important belief in decision-making process regarding attitude toward advertising through sport Product Information!
  • 23. Comparing the groups (1) Attitude toward advertising through sport Group Number of respondents Average score (7-points) Group 1 82 4,2622 Group 2 51 4,5613 Group 3 43 4,5436 Group 4 68 5,0790 Total 244 4,6019 Active and passive sport participants have more positiveattitude toward advertising through sport like other 3 groups (as expected) Active sport participation Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  • 24. Remark (1) Attitude toward advertising through sportGroup Number of respondents Average score (7-points)Group 1 82 4,2622Group 2 51 4,5613Group 3 43 4,5436Group 4 68 5,0790 Total 244 4,6019 Attitude toward advertising in generalGroup Number of respondents Average score (7-points)Group 1 82 3,8537Group 2 51 3,9608Group 3 43 3,7287Group 4 68 4,2206 Total 244 3,9563
  • 25. Remark (2) Average score on attitude toward advertisingthrough sport (4,6019) is higher compared withaverage score on attitude toward advertising in general (3,9563) Sport can offer a viable platform for manyorganisations to elicit possitive attitudes toward particular products
  • 26. Comparing the groups (3) Significant differences between groups Belief Group Average score (points) Group 1 3,4000 Product Information Group 3 3,2837 Group 4 3,9765 Group 3 3,1047 Social rol and image Group 4 3,7739 Group 1 4,1372 Hedonism/Pleasure Group 4 5,0000There were other differences but not significant on the 5 % level
  • 27. Comparing the groups (4)Group 4 is more convinced then group 1 and group 3 that advertising through sports delivers them product informationGroup 4 is more convinced then group 3 that advertising through sport delivers them a certain image/lifestyleGroup 4 is more convinced then group 1 that advertising through sport delivers them pleasure Active sport participation Passive sport participation (> 2 hours/week) (> 3 hours/week) Group 1 Group 2 X Group 3 X Group 4 X X
  • 28. Comparing the groups (5)Limited significant differences between men and womenMost important: men are more convinced then womenthat advertising delivers them a certain image/lifestyleLimited significant differences between the age groups
  • 29. Further researchPractical implications for Role of different actors Other segmentation of advertisers through in advertising through respondents sport sport• Effect of different • Motivation for sport • Federations advertising formats participation • Individual athletes• Develop specific • Geografic • State advertisements that • Psychografic • Sports organisations focus on different • Demografic •… beliefs •…•…
  • 30. Thank you for your attention Blondeel Pieterjan Bachelor’s Degree Sports Management @ KHBO Master’s Degree Communications Management @ University of Ghent More info: