期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2015
卷号：4
期号：3Part 1
页码：657-668
出版社：Academy of IRMBR
摘要：Sport which is a common product of people from different culture and social status has important place on branding. The increasing interest in sports has bougth the sports to international markets. In this sense, advertising has become an important sector for sports industry. Sport companies who sees the athletes as a mediator when advertising leads to the emergence of the concept of walking advertisements. In this study the differences between perception of walking advertisements of athletes is investigated through demographic characteristics and sportive activities. As a result it is found that age groups, education levels, branches and brands in sportwear has significant effect on the perception of walking advertisements.
