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

doi:10.1108/ijsms-14-01-2012-b004

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 journal › Article › peer-review

9 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 language	English (US)
Pages (from-to)	34-50
Number of pages	17
Journal	International Journal of Sports Marketing and Sponsorship
Volume	14
Issue number	1
DOIs	https://doi.org/10.1108/ijsms-14-01-2012-b004
State	Published - 2012
Externally published	Yes

Keywords

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

ASJC Scopus subject areas

Business and International Management
Finance
Marketing

Access to Document

10.1108/ijsms-14-01-2012-b004

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Brand associations in the fitness segment of the sports industry in the United States: Extending spectator sports branding conceptualisations and dimensions to participatory sports. / Williams, Antonio S.; Pedersen, Paul M.; Walsh, Patrick.
In: International Journal of Sports Marketing and Sponsorship, Vol. 14, No. 1, 2012, p. 34-50.

Research output: Contribution to journal › Article › peer-review

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AB - 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.

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

Abstract

Keywords

ASJC Scopus subject areas

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