Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports
The study advances brand association research into participatory sports (i.e. fitness) by examining health club related dimensions and extending research into the United States (US). Data were collected from health club members (n=148) at a branded US fitness facility. Factor and regression analyses used specified brand association dimensions and revealed a predictive model of brand loyalty. Findings and discussions will assist fitness managers in brand-building, marketing strategies and member retention.
Year of publication: |
2012
|
---|---|
Authors: | Williams, Antonio S ; Pedersen, Paul M ; Walsh, Patrick |
Published in: |
International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 14.2012, 1, p. 29-45
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | brand association | brand loyalty | sports industry fitness segment | health clubs | membership retention |
Saved in:
Online Resource