Influences of Brand Image of Fitness Club on Members' Brand Trust and Loyalty

Authors

  • Gaofu Liu, Lulu Ye, Gang Shen

Abstract

Establishing a brand image preferred by consumers is an essential target for enterprises to implement the marketing strategy. Therefore, a research model is designed to explore the influence mechanism of fitness club image on members' brand trust and loyalty. In this paper, a survey is conducted and SPSS22.0 and Amos23.0 are used to analyze the valid data. The results reveal that functional image and experiential image of the fitness club have a remarkable positive impact on customer satisfaction. Each sub-dimension of the fitness club brand image has a positive impact on perceived quality. Perceived quality and customer satisfaction positively affect each sub-dimension of brand trust, but the influence mechanism is different. The sub-dimension of brand trust has a positive impact on the loyalty of brand, among which brand-ability has the most considerable influence. These findings provide a theoretical guidance for fitness clubs to win members’ trust and loyalty members through brand management

Published

2020-02-29

Issue

Section

Articles