Original scientific paper
https://doi.org/10.1080/1331677X.2021.1995458
How can the management of fitness centres be improved through corporate image and brand image?
M. Alguacil
J. García-Fernández
F. Calabuig
P. Gálvez-Ruiz
Abstract
The aim of this research is to test the role of corporate image in
predicting credibility, trust, and brand recognition. In addition, it
is intended to verify whether these variables can explain the attitudes and future intentions of fitness centre users to better
understand their behaviour. Through an online survey, the opinions of 325 fitness centre users were collected regarding the previously mentioned variables. A structural equation model was
made by means of EQS 6.4 to confirm, first, the reliability of the
scales used and subsequently test the different relationships
between variables. The results show the importance of corporate
image as a starting point to explain future intentions. Between
78% and 91% of the variance of credibility, trust, and recognition
and, consequently, up to 90% of attitudes and 62% of future
intentions can be explained by the equation. Thus, managers
should not only focus on the variables related to the experience
or performance of the service but also attend to brand variables.
This research represents a contribution to the literature on brand
perception and its relationship with consumer behaviour in fitness
centres, an uncommon topic in this context.
Keywords
Sport management; services marketing; brand management; consumer behaviour
Hrčak ID:
302604
URI
Publication date:
31.3.2023.
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