Monika Piątkowska

A systematic literature review on ambush marketing in sport.

Abstract The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now.

Comparative Leisure Physical Activity: A Comparison Between Polish and European Population

Abstract Introduction and objective: In Poland, there are only a few studies that refer to the whole society’s participation in sport and recreation and that are based an the international questionnaire thus allowing for comparative analysis with other European reports. The aim of the study was to determine the association between leisure physical activity and socio-demographic variables. Methods: A survey based on CAPI was carried out in Poland from October to November 2012. A random sample of Polish adults (N=1,633) was interviewed using the IPAQ-long form. The data were analyzed using standard statistical procedures. Results: More than 21% of Polish subjects did not undertake any physical activity in their leisure time. Of those who were physically active, over 70% engaged in vigorous physical activity; only one in four respondents performed moderate physical activity or walking. The average leisure physical activity of the Poles was 1,916.9 ± 2,621 MET-min/week. A comparison of the current results and European research findings demonstrated that the median physical activity for the Polish population (MET-min/week) was similar to the median values for Czech subjects and Norwegian males and nearly three times higher than Croats. Conclusions: Insufficient participation in the conscious process of caring for one’s health is a common occurrence among adults living in the EU. In order to encourage the Polish population’s participation in physical activities, it is necessary to raise their awareness of the need of well-balanced, regular exercise. Furthermore, this study suggests that caution is warranted before using the CAPI technique to provide the IPAQ-long form survey.

Stay active for life: physical activity across life stages

Purpose This paper concerns participation of Poles aged 15+ years in leisure time and transport-related physical activity (PA) with a special focus on the life stages. The purpose of the paper was to analyze types of exercises, current and future behavior concerning PA, availability of sport and recreation facilities, and factors having the strongest relation with undertaking PA at a sufficient level according to pro-health recommendations of World Health Organization (WHO). Patients and methods A survey was carried out on the representative sample (n=2,000). Respondents were classified in accordance to their life stages with a two-step cluster analysis. Relationships between meeting the dose of PA required for health recommendations and a membership in groups of life stages were evaluated using log-linear analysis. The strength of this relationship was expressed by the odds ratio. In order to capture relationships between meeting WHO recommendations and a set of explanatory variables, a predictive model was built. Results Life stages and various related events have a significant relation with a decrease of PA. Among groups of a particular risk, there are professionally active and unemployed people aged 50–64 years without children as well as retirees aged 65+ years who do not meet WHO recommendations (45.3; 50.4% and 47.6%). The unemployed and retirees more frequently (p<0.0001) do not or cannot practice sport and do not think that a change of their situation is expected soon. However, 35% of professionally active people aged 50–64 years without children and 18.2% of unemployed people declare that they are currently not active but if they had the possibility, they would start practicing sport. Conclusion Campaigns promoting PA should be targeted at groups of a particular risk. Any attempts of increasing PA or changing tendencies of its decrease should consider life conditions of these persons, as well as their needs, motivations, and barriers.

Monika Piątkowska as a Researcher in Sport Sciences and Sport Management

Abstract This is the fifth article of the cycle of portraits of the members of the Editorial Board and Editorial Advisory Board of the journal Physical Culture and Sport. Studies and Research. These members are social scientists who research the issue of sport. Among them, there are many world-class professors, rectors, and deans of excellent universities, founders, presidents, and secretaries-general of continental and international scientific societies and editors of high-scoring journals related to social sciences focusing on sport. The idea of presenting portraits of individual editors of our writings has already gained recognition in the Far East. Editor-in-Chief Young Lee of the International Journal of Eastern Sports & Physical Education has decided to introduce Corner of Editors, which will also present all members of the Editorial Board. The biography we present here in this volume of our journal refers to a Polish scholar, educationist, and manager, Monika Piątkowska, Deputy Editor of our Journal and Head of the Department of Organization and History of Sport at the Josef Pilsudski University of Physical Education.

Leisure time physical activity among employed and unemployed women in Poland

Objective/Background The aim of the paper was to investigate the leisure time physical activity (LTPA) among Polish employed and unemployed women in light of meeting the World Health Organisation (WHO) recommendations and analysed its relationship with employment status. The concept of personal responsibility for a healthy lifestyle plays in the modern times a crucial role here and is an integral part of the prevention process (including the necessity for LTPA). Methods A sample (n = 527) of Polish women was surveyed by the long form of International Physical Activity Questionnaire (IPAQ-LF), with statistically significant differences between variables (intensity and duration of the activity vs. employment status), in the model being verified by chi-square testing. Multi-variable logistic regression analysis was performed to find the relationship between socio-demographic criteria and the amount of exercise recommended by WHO. The relationship between LTPA and the amount of exercise recommended by WHO was assessed using the log-linear analysis. Results Over one-third of the respondents did not engage in any LTPA (employed –- 38.6 and unemployed –- 36.6%). Employed women engaged in vigorous exercises more often (18.2%) than those who were unemployed (5.8%). The amount of LTPA undertaken by the majority of respondents (58.7% employed and 65.2% unemployed) was not sufficient to maintain their health owing to lack of walking, moderate and vigorous LTPA. Conclusion Polish women nowadays (regardless of whether they are employed or not) still do not engage in a sufficient amount of LTPA to maintain their health. Intervention programme in both groups is needed.

Prevalence and socioeconomic determinants of leisure time physical activity among Polish farmers

INTRODUCTION AND OBJECTIVE The aim of this study is to evaluate the leisure time physical activity of Polish farmers in the context of meeting health-related recommendations, and to diagnose the social and economic determinants. The analysis concerned leisure and transportation activities of various intensity and sedentary time. MATERIAL AND METHODS Farmers (n=153) aged over 18 were selected from a representative sample of Polish society (n=2039). In order to evaluate LTPA, the long version of the IPAQ was used. Statistically significant differences between the variables were tested using non-parametric tests. The relationship between the amount of exercise recommended by the WHO and studied socio-demographic criteria was assessed using log-linear analysis. RESULTS The WHO health recommendations were met by 33.3% of farmers. Shares in LTPA (19.1%) and transportation (19.2%) significantly increased the chance of achieving these norms (OR=12.54 and 0.07, respectively). Along with age (≥40 years) and income (≥3000 PLN/Є750) of Polish farmers, the risk of insufficient physical activity increased. Average MET-min/week for LTPA was 299.8±583.4 and transportation - 521.2±1973.9. The average time of sitting during working days was 4.4±2.9, while it was 4.5±3.2 hrs/day during weekends. CONCLUSIONS Health-promoting changes are necessary among Polish farmers, including an increase in the awareness of health benefits and the necessity of undertaking physically active ways of spending leisure time. It seems to be a legitimate action to develop a mini-tourist trail in the rural environment as a means of promoting physical activity also among women aged over 40, and from lower income groups, who are especially threatened by inactivity.

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers

Abstract The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors’ and ambushers’ brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five groups of consumers regarding involvement in the event, authors examined brand recognition, using Top of Mind Awareness (TOMA) tests of official sponsors and ambushers. The highest TOMA rate was observed in the group of heavy viewers. The lower the quantity and intensity of the matches watched, the lower the percentage of people who recalled a brand of the official sponsor at first. An inverse relationship exists in the case of people who identified the ambush marketers. Ambush marketing phenomenon does not seem to threaten official sponsors of the event among consumers involved in the event. Therefore, it seems to be crucial to take into account the division between fans and non- fans of the event and level of their event involvement whilst measuring brand recognition. It is noticeable that in the current literature the issue of effects of ambushing on consumers divided into groups of fans and non-fans has been largely ignored. Thus this study shows how important conducting a test of brand recognisability based on involvement of consumers in the sport event is.

Classification of Ambush Marketing Methods in Sport – evidence from the 2012 UEFA European Championship

Classification of Ambush Marketing Methods in Sport – evidence from the 2012 UEFA European Championship

Sport Clubs in Poland

Poland, officially the Republic of Poland, with a total surface of 312,679 square kilometres is the largest country situated in Central Europe. The 2013 population of Poland is approximately 38.5 million people and has a density of 123,000 inhabitants per square kilometre (GUS 2014, p. 587). Poland became an independent state in 1918, but in World War II was overrun by both Nazi Germany and the Soviet Union. After the war, Poland was transformed into a Soviet satellite. Poland’s economy is considered to be one of the healthiest of the post-Communist countries and is one of the fastest growing within the EU (Cienski 2012). Although EU membership and access to EU structural funds have provided a major boost to the economy since 2004, GDP per capita remains significantly below the EU average.

The usefulness of descriptive statistics in the interpretation of data on occupational physical activity of Poles

BACKGROUND The aim of this paper is to assess whether basic descriptive statistics is sufficient to interpret the data on physical activity of Poles within occupational domain of life. MATERIAL AND METHODS lhe study group consisted of 964 randomly selected Polish working professionals. The long version of the International Physical Activity Questionnaire (IPAQ) was used. Descriptive statistics included characteristics of variables using: mean (M), median (Me), maximal and minimal values (max-min.), standard deviation (SD) and percentile values. Statistical inference was based on the comparison of variables with the significance level of 0.05 (Kruskal-Wallis and Pearsons Chi2 tests). RESULTS Occupational physical activity (OPA) was declared by 46.4% of respondents (vigorous - 23.5%, moderate - 30.2%, walking - 39.5%). the total OPA amounted to 2751.1 MET-min/week (Metabolic Equivalent of Task) with very high standard deviation (SD) = 5302.8 and max = 35 511 MET-min/week. It concerned different types of activities. Approximately 10% (90th percentile) overstated the average. However, there was no significant difference depended on the character of the profession, or the type of activity. The average time of sitting was 256 min/day. As many as 39% of the respondents met the World Health Organization standards only due to OPA (42.5% of white-collar workers, 38% of administrative and technical employees and only 37.9% of physical workers). CONCLUSIONS In the data analysis it is necessary to define quantiles to provide a fuller picture of the distributions of OPA in MET-min/week. It is also crucial to update the guidelines for data processing and analysis of long version of IPAQ. It seems that 16 h of activity/day is not a sufficient criterion for excluding the results from further analysis.