Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2012
Abstract
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.
Keywords
Citation
Williams, A.S., Pedersen, P.M. and Walsh, P. (2012), "Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 1, pp. 29-45. https://doi.org/10.1108/IJSMS-14-01-2012-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2012 by Winthrop Publications Limited