ATTITUDES OF SERBIAN CONSUMERS TOWARD ADVERTISING THROUGH SPORT WITH REGARD TO THE FREQUENCY OF PURCHASING SPORTING GOODS

• Main Authors: Stevo Popović (Author), Radenko Matić (Author), Rajko Milašinović (Author), Rašid Hadžić (Author), Zoran Milošević (Author), Duško Bjelica (Author)
• Format: Book
• Published: Montenegrin Sports Academy and Faculty for Sport and Physical Education, 2015-05-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

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 (Pyun, 2006; Pyun & James, 2009). However, it is important to analyse their gene...