Brand perception in fitness centers: A comparison according to the premium and low-cost model
DOI:
https://doi.org/10.47197/retos.v50.100050Keywords:
premium, brand perception, lowcost, fitness centers, sustainabilityAbstract
This study analyzes the brand perception of users of a premium and a low-cost fitness center. The objective is to know the perceptions on variables of interest such as corporate image, credibility, trust, recognition, attitudes, future intentions, reputation, congruence, identification, quality, value and satisfaction. On the other hand, the aim is to compare these perceptions, not only according to the type of fitness center, but also to analyze whether there are differences according to gender, age, frequency of attendance, time enrolled, or whether they have been enrolled before. The total number of participants in the study was 325 users, 176 belonging to the premium center and 149 to the low-cost center. The results show differences between the two models, in the case of the premium center according to age, frequency of attendance, time enrolled and previous enrollment, and in the case of the low-cost center according to time enrolled. The results show that sociodemographic aspects should be considered when analyzing brand perception in fitness centers, since these personal aspects can influence the responses to these variables. This type of study provides insights into the influence of brand-related perceptions, which are modifiable and can influence users' satisfaction and future intentions, thus contributing to the sustainability of the service.
Key words: Brand perception, fitness centers, sustainability, premium, low-cost.
References
Alguacil, M., Crespo-Hervás, J. y Pérez-Campos, C. (2020). Análisis sociodemográfico de la percepción de marca en un servicio deportivo público: del target al buyer persona. Retos, 37, 139-146.
Alguacil, M., García-Fernández, J., Calabuig, F. y Gálvez-Ruiz, P. (2022). How can the management of fitness centres be improved through corporate image and brand image? Economic Research-Ekonomska Istraživanja, 35(1), 3378-3396.
Alguacil, M., Núñez-Pomar, J., Calabuig, F., Escamilla-Fajardo, P. y Staskeviciute-Butiene, I. (2021). Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service. Heliyon, 7(6), e07163.
Alguacil, M., Núñez-Pomar, J., Pérez-Campos, C. y Prado-Gascó, V. (2019). Perceived value, satisfaction and future in-tentions in sport services: Putting congruence and brand trust in the equation–linear models vs QCA. Academia Revista La-tinoamericana de Administración, 32(4), 566-579.
Alguacil-Jiménez, M. (2017). Análisis de la percepción de marca y su relación con el rendimiento percibido en servicios deportivos: comparación entre público y privado (Tesis doctoral). Universidad de Valencia.
Andreassen, T. W. y Lindestad, B. (1998). Customer Loyalty and Complex Services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
Arjona, M. (2022). El low cost ante su reconversión más decisiva. CMD Sport. Recuperado de https://www.cmdsport.com/esencial/cmd-fitnessgym/low-cost-ante-reconversion-mas-decisiva/
Besharat, A. (2010). How co-branding versus Brand extensions drive consumers' evaluations of new products: a brand equi-ty approach. Industrial Marketing Management, 39(8), 1240–1249.
Carnevale, M., Loureiro, Y. K. y Kabadayi, S. (2018). Customer value creation for risky products: The role of brand trust and trusting beliefs. Journal of Creating Value, 4(1), 1-21.
Cereijo, L., Gullón, P., Cebrecos, A., Bilal, U., Santacruz, J. A., Badland, H. y Franco, M. (2019). Access to and availabil-ity of exercise facilities in Madrid: an equity perspective. International Journal of Health Geographics, 18(1) 1-10. https://doi.org/10.1186/s12942-019-0179-7
Cronin, J. J., Brady, M. K. y Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Chopra, A., Avhad, V. y Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
Dam, S. M. y Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0585
De Mooij, M. (2019). Consumer behaviour and culture: Consequences for global marketing and advertising. SAGE Publications
Europe Active y Deloitte (2023). European Health & Fitness Market Report. Colonia: Europe Active.
Ferreira-Barbosa, H., García-Fernández, J. y Cepeda-Carrión, G. (2022). Development digital marketing plans through under-standing use behavior of fitness apps in Portuguese fitness centers. En Sport Marketing in a Global Environment (pp. 161-170). Routledge.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. The Journal of Marketing 56(1), 6-21.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M. y Kitchen, P. J. (2018). Perceptional components of brand equity: Configur-ing the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462-474. https://doi.org/10.1016/j.jbusres.2018.01.031
Gálvez-Ruiz, P. (2021). El efecto COVID en los centros deportivos: implicaciones para la gestión. Journal of Physical Educa-tion and Human Movement, 3(2), 1-6.
García-Fernández, J., Gálvez-Ruiz, P., Bernal-García, A. y Vélez-Colón, L. (2016). El gasto económico en centros de fit-ness low-cost: Diferencias según fidelidad y características del cliente. SPORT TK: Revista EuroAmericana de Ciencias del De-porte, 5 (1), 137-144.
García-Fernández, J., Gálvez-Ruiz, P., Sánchez-Oliver, A. J. y Grimaldi-Puyana, M. (2019). Customer loyalty in fitness centers. Differences among Baby Boomers and Generation X, Y, and Z. En Pitts, B.G. y Zhang, J.J. (Eds.), Global Sport Business. Managing Resources and Opportunities (pp. 210-227). New York: Routledge.
García-Fernández, J., Sánchez-Oliver, A. J., Grimaldi-Puyana, M., Fernández-Gavira, J. y Gálvez-Ruiz, P. (2017). La calidad y la fidelidad del cliente: Un análisis de segmentación en centros de fitness low-cost. Revista de psicología del depor-te, 26(3), 17-22.
Grace, D. y O’Cass, A. (2005). Service branding: consumer verdicts on service brands. Journal of Retailing and Consumer Services, 12(2), 125–139.
Grimaldi-Puyana, García-Fernández, J., Gómez-Chacón, R. y Bravo, G. (2016). Impacto de la crisis económica en la ren-tabilidad económica de las empresas de gestión de instalaciones deportivas de ocio según tamaño, un estudio empírico. Revista de Psicología del Deporte, 25(1), 51-54.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
Gwinner, K. y Bennet, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.
Hair, J. F., Black, W. C., Babin, B., Anderson, R. E. y Tatham, R. L. (2006). Multivariate data analysis. (6th ed.) New Jer-sey: Prentice Hall.
Hur, W. M., Kim, M. y Kim, H. (2014). The role of Brand trust in male customers’ relationship to luxury brands. Psycho-logical Reports, 114(2), 609-624.
Iglesias, O., Landgraf, P., Ind, N., Markovic, S. y Koporcic, N. (2020). Corporate brand identity co-creation in business-to-business contexts. Industrial Marketing Management, 85, 32-43. https://doi.org/10.1016/j.indmarman.2019.09.008
Kankam-Kwarteng, C., Donkor, G. N. A., Osei, F. y Amofah, O. (2023). Do corporate social responsibility and corporate image influence performance of the financial sector? Journal of Financial Services Marketing, 1-12
Kercher, V. M., Kercher, K., Levy, P., Bennion, T., Alexander, C., Amaral, P. C., Batrakoulis, A., Chávez, L. F. J. G., Cortés-Almanzar, P., Haro, J. L., Zavalza, A. R. P., Rodríguez, L. E. A., Franco, S., Santos-Rocha, R., Ramalho, F., Simões, V., Vieira, I., Ramos, L., Veiga, O. L., Valcarce-Torrente, M. y Romero-Caballero, A. (2023). 2023 fitness trends from around the globe. ACSM’s Health & Fitness Journal, 27(1), 19–30. https://doi.org/10.1249/fit.0000000000000836
Kowalczyk, C. M. y Mitchell, N. A. (2022). Understanding the antecedents to luxury brand consumer behavior. Journal of Product & Brand Management, 31(3), 438-453.
Ministerio de Cultura y Deporte (2022). Encuesta de hábitos deportivos en España 2022. España: Secretaría General Técnica, División de Estadística y Estudios. Recuperado de: https://www.culturaydeporte.gob.es/servicios-al-ciudadano/estadisticas/deportes/encuesta-habitos-deportivos-en-espana.html
Novoa, P. (2022) Informe Perspectivas del mercado del fitness en España. Recuperación y tendencias futuras en un contexto de incer-tidumbre. Madrid: BDO España. Recuperado de: https://www.bdo.es/es-es/publicaciones/publicaciones-tecnicas/fas/perspectivas-del-mercado-del-fitness-en-espana
Nuviala-Nuviala, R., Pérez-Ordás, R., Morán-Gámez, G. y Falcón-Miguel, D. (2021). Incidencia del género y la edad sobre la calidad, satisfacción y valor percibido de los usuarios de actividades deportivas organizadas. Retos: nuevas tenden-cias en educación física, deporte y recreación, (42), 37-46.
Oliver, R. L. (1997). Satisfaction: A behavioural perspective on the consumer. New York, NY: McGraw Hill.
Özkan, P., Süer, S., Keser, İ. K. y Kocakoç, İ. D. (2019). The effect of service quality and customer satisfaction on cus-tomer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405
Popp, B. y Woratschek, H. (2017). Consumer–brand identification revisited: An integrative framework of brand identifica-tion, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Manage-ment, 24, 250-270. https://doi.org/10.1057/s41262-017-0033-9
Porter, M. (2009). Estrategia Competitiva. Técnicas para el análisis de la empresa y sus competidores. Madrid: Pirámide.
Sanabria-Navarro, J. R., Silveira-Pérez, Y., Guillén-Pereira, L. y Rosero Duque, M. F. (2020). Gestión de la confianza en gimnasios deportivos (Trust management in Sports Gyms). Retos, 37, 100–107. https://doi.org/10.47197/retos.v37i37.71000
Santacruz, J. A., De Santiago, M. A., López, O. y Ruiz de Gauna, F. (2022). Situación de Mercado de las Instalaciones Deporti-vas Españolas. Madrid: Consultoría MAS.
Santacruz-Lozano, J. A., Espada-Mateos, M., Clemente-Remón, A. y Jiménez-Beatty-Navarro, J. E. (2021). Las instala-ciones deportivas en España: diferencias entre públicas y privadas, y según su modelo de negocio (Spanish sport facilities: differences between public and private, and according to their business model). Retos, 39, 38–45. https://doi.org/10.47197/retos.v0i39.74842
Souiden, N., Kassim, N. M. y Hong, H. J. (2006). The effect of corporate branding dimensions on consumers’ product evaluation: A cross-cultural analysis. European Journal of Marketing, 40(7–8), 825–845. https://doi.org/10.1108/03090560610670016
Stokburger-Sauer, N., Ratneshwar, S. y Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29(4), 406-418.
Ströbel, T. y Germelmann, C. C. (2020). Exploring new routes within brand research in sport management: directions and methodological approaches. European Sport Management Quarterly, 20(1), 1-9. https://doi.org/10.1080/16184742.2019.1706603
Sweeney, J. y Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of Retailing and Consumer Services, 15(3), 179-193.
Tong, X. y Hawley, J.M. (2009). Measuring customer-based brand equity: Empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262-271.
Torkzadeh, S., Zolfagharian, M., Yazdanparast, A. y Gremler, D. D. (2022). From customer readiness to customer reten-tion: the mediating role of customer psychological and behavioral engagement. European Journal of Marketing, 56(7), 1799-1829.
Valcarce, M. López, F. y García-Fernández, J. (2019). 7º Informe Gimnasios Low Cost en España. Madrid: Consultoría Valgo. Recuperado de https://www.valgo.es/informe-gimnasios-low-cost
Valcarce, M., Cordeiro, C. y García-Fernández, J. (2017). 1º Informe Centros Fitness Boutique en España 2017. Recupera-do de https://valgo.es/tienda/1er-informe-centros-fitness-boutique-2017
Valcarce-Torrente, M. (2016). Modelos de negocio deportivos: evolución y futuro. En J. García-Fernández (Ed.), Empren-diendo en el sector deportivo, de la teoría a la práctica (pp. 113-126). Cizur Menor: Thomson Reuters Aranzadi.
Valcarce-Torrente, M., Gálvez-Ruiz, P. y García-Fernández, J. (2021). The Spanish Fitness Industry. En J. García-Fernández, y P. Gálvez-Ruiz (Eds), The Global Private Health & Fitness Business: A Marketing Perspective. Emerald Publish-ing Limited, Bingley, pp. 15-23. https://doi.org/10.1108/978-1-80043-850-720211007
Valcarce-Torrente, M.; López-Vidal, F. J. y García-Fernández, J. (2020). 8º Informe Gimnasios Low Cost España 2020. Madrid: Valgo. Recuperado de https://www.valgo.es/8o-informe-gimnasios-low-cost-espana-2020
Valls, J. F. (2008). Fenómeno Low Cost: el impacto en el factor precio. Barcelona: Deusto.
Veiga, O. L., Valcarce-Torrente, M. y Romero-Caballero, A. (2022). Encuesta Nacional de Tendencias de Fitness en Espa-ña para 2023 (National Survey of Fitness Trends in Spain for 2023). Retos, 47, 680-690. https://doi.org/10.47197/retos.v47.96200
Zarantonello, L. y Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer be-haviour. Journal of Brand Management, 17, 532-540.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L. y Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marke-ting, 60(2), 31-46.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Retos
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and ensure the magazine the right to be the first publication of the work as licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of authorship of the work and the initial publication in this magazine.
- Authors can establish separate additional agreements for non-exclusive distribution of the version of the work published in the journal (eg, to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Is allowed and authors are encouraged to disseminate their work electronically (eg, in institutional repositories or on their own website) prior to and during the submission process, as it can lead to productive exchanges, as well as to a subpoena more Early and more of published work (See The Effect of Open Access) (in English).
This journal provides immediate open access to its content (BOAI, http://legacy.earlham.edu/~peters/fos/boaifaq.htm#openaccess) on the principle that making research freely available to the public supports a greater global exchange of knowledge. The authors may download the papers from the journal website, or will be provided with the PDF version of the article via e-mail.