Brand associations in the fitness segment of the sports industry in the United States: Extending spectator sports branding conceptualisations and dimensions to participatory sports

Antonio S. Williams, Paul M. Pedersen, Patrick Walsh

Research output: Contribution to journalArticle

3 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)34-50
Number of pages17
JournalInternational Journal of Sports Marketing and Sponsorship
Volume14
Issue number1
DOIs
StatePublished - Jan 1 2012
Externally publishedYes

Keywords

  • Brand association
  • Brand loyalty
  • Embership retention
  • Health clubs
  • Sports industry fitness segment

ASJC Scopus subject areas

  • Business and International Management
  • Finance
  • Marketing

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