Williams, Antonio S; Pedersen, Paul M; Walsh, Patrick - In: International Journal of Sports Marketing and Sponsorship 14 (2012) 1, pp. 29-45
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...