A B S T R A C T This investigation was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among. The sample included 330 students from Faculty of Economics in UvodZaključci pionirskih studija iz navedene oblasti koji su objavljeni od strane Bauer-a i Greiser-a (Popović, 2011) i Lutz-a (Klačar, i Popović, 2010) pokrenuli su ideje koje se odnose na činjenicu da stavovi potrošača prema reklmairanju predstavljaju jedan od značajnih faktora koji mogu ojačati efikasnost reklamnih kampanja, uglavnom zbog razloga da kognitivna sposobnost potrošača prema reklamiranju jeste sadržana u njihovim osjećanjima i mislima (Muratović, Bjelica, & Popović, 2014). Ako se nastavi sa istraživanjem ovog pitanja i ode se mnogo dublje, zanimljivo je da se primjećuje postojanje brojnih studija koje su istraživali stavove potrošača prema reklamiranju, ali većina njih smatra stavove potrošača prema reklamiranju samo uopšteno (Bjelica, i Popović, 2011;Popović, 2011b;Popović, Molnar, i Radovanović, 2011a;Popović, Matić, Milašinović, Jakšić, & Bjelica, 2015a; Popović, Matić, Milašinović, Hadžic, Milošević, i Bjelica, 2015b; Popović, Matić, Milašinović, Vujović, Milošević, i Bjelica, 2015c). U svakom slučaju, neki od njih su zaključili da su stavovi prema reklamiranju pokazali negativan trend tokom 1960-ih i 1970-ih (Popović, Bjelica, Jakšić, & Georgiev, 2013Popović, 2015;Popović, & Milašinović, 2016), dok su drugi pronašli povoljnije stavove ispitanika u istom periodu (Popović, 2011). Ove nedosljednosti su navele na sumnju da reklamne kampanje koje koriste elemente iz specificnih medijuma utiču na stavove potrošača prema reklamiranju u skladu sa tim (Popović, 2011). Neki autori su vjerovali da je jedan od najrelevantnijih medija, upravo sport, odnosno sportisti i njihovi timovi, sportski događaji i sportski objekti (Bjelica i Popović, 2011), uglavnom iz razloga sto ovi elementi mogu da utiču na stavove potrošača i naprave značajne oscilacije kod stavova u poređenju sa ostalim elementima (Bjelica, Popović, Jakšić, Hadžic, & Akpinar, 2014b; Bjelica, i Popović, 2015a;Bjelica, & Popović, 2015b; Bjelica, Gardašević, Vasiljević, & Popović, 2016a; Bjelica, Gardašević, Vasiljević, &Popović, 2016c; Bajramović, Zorić, & Mašanović, 2018; Gardašević, Bajramović, & Mašano-vić, 2018;Zorić, Gardašević, & Bajramović, 2018). Iz tog razloga, mnogi istraživaci priznaju sport kao nezavisnu reklamnu platformu koju poslovni subjekti mogu koristiti kako bi prevazisli negativne stavove potrošača prema reklamiranju. Samim tim se postavilo i pitanje, kako posmatranje sportskih događaja utiče na stavove potrošača prema reklamiranju u sportu kao jedan od niza problema sa kojim se nije susretalo mnogo autora do sada

The aim of this paper is to identify the factors that influence employees’ attitudes and perceptions of corporate social responsibilities (CSR), as well as to discuss if there are some significant differences in the application of CSR in the analyzed Western Balkan countries, especially in terms of public and private sector affiliation. This is the first academic survey which examined the employees’ attitudes and perceptions of CSR integrally in five Western Balkan countries. Multivariate factor analysis was applied to data collected from 2410 employees in the analyzed countries. In order to test additionally the results obtained by factor analysis, the Structural Equation Model (SEM) was applied. The results of the research, obtained by multivariate factor analysis and SEM model, show that the largest percentage of employees believe that the CSR concept enables the generating of new values and success of the company, as well as welfare for the whole society. Additionally, companies are increasingly recognizing the strategic importance of CSR for the sustainability of their business, as well as the importance of development of sustainable practices in the environment. Based on the results of the research, the authors found out that there were significant differences in the understanding and acceptance of CSR in the analyzed countries, while there were significantly smaller differences between the private and public sectors. The results of the research may serve as a guide for managers when making decisions about implementing the strategy and future activities regarding CSR.

No abstract

No abstract

No abstract