Testing the role of service quality on the development of brand associations and brand loyalty

Alexandris, Kostas; Douka, Stella; Papadopoulos, Panagiotis; Καλτσάτου, Αντωνία

doi:10.1108/09604520810871865

Cited by 67 publications

(89 citation statements)

References 23 publications

(66 reference statements)

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“…In the context of health clubs, Alexandris et al (2008) Moreover, the researchers' findings supported Alexandris et al's (2008) and the inclusion of exercise commitment as an experience-induced antecedent of brand equity.…”

Section: Measuring Fitness Brand Equitymentioning

confidence: 54%

“…Nevertheless, we consider the apparent differences between the services provided by health clubs and those provided by spectator sport organizations (e.g., leagues, franchises). However, scholars have suggested that the way in which sport consumers generate brand perceptions may be similar to that of fitness consumers (i.e., Alexandris et al, 2008;Williams & Pedersen, 2012). In particular, these studies have employed spectator-based brand equity (SBBE) model (Ross, 2006) in a health club context.…”

Section: Sport Brand Equitymentioning

confidence: 99%

“…Brand associations consist of the things we relate to a brand when we see, feel, or think about it. Establishing strong brand associations may help health club managers enhance their brands, and determine the components of brand equity to direct them (Alexandris et al, 2008;Gladden & Funk, 2002). Absolutely anything that comes to mind when a certain brand is thought of is considered an association.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In recent years, the fitness sector of the sport industry has begun to garner some attention amongst sport marketing scholars (e.g., Alexandris, Zahariadis, Tsorbatzoudis, & Grouios, 2004;Alexandris, Douka, Papadopoulos, & Kaltsatou, 2008;Williams, 2010;Williams & Pedersen, 2012). However, to date, no research has examined the use of brand communications strategies geared at the 83% of Americans who are not health club members.…”

Section: Introductionmentioning

confidence: 99%

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Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

Williams

Rhenwrick²,

Wright³

et al. 2014

IJSMaRT

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The purpose of this study was to empirically examine antecedents of sport consumerbased brand equity in the fitness segment of the sport industry (i.e., participatory sport).The proposed framework consisted of market-induced (e.g. word-of-mouth, electronic word-of-mouth) and organization-induced antecedents (e.g. price, place) that have been theoretically proposed, but not tested. An 18-item paper-based survey was administered to a convenience sample of health club prospects (N= 213). The questionnaire consisted of items measuring price (three items), brand awareness (two items), brand association (three items), electronic word-of-mouth (eWOM) (three items), word-of-mouth (WOM) (three items), and place (four items). The relationship between independent (i.e., price, place, WOM, eWOM) and dependent variables (i.e., brand awareness, brand association) within the proposed model were tested using a multiple linear regression analysis (MLR). The results of the proposed model indicated that the four proposed antecedents accounted for a total of 30% of the variance in brand awareness and 14% of the variance in brand association. Specifically, price and WOM were significant predictors of brand awareness as well as brand association. The findings suggest that organization controlled brand strategies such as price, and organic brand communications such as WOM, help shape the perceptions potential health club members have with the health club brand.

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Section: Measuring Fitness Brand Equitymentioning

confidence: 54%

Section: Sport Brand Equitymentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

Williams

Rhenwrick²,

Wright³

et al. 2014

IJSMaRT

View full text Add to dashboard Cite

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“…The increase of number of university was linked to low level of services provided to students (Alexandris, et al, 2008). Several aspects of student life including academic aspects, social and financial support and simple care suffer difficulty in coping with the increasing number of students.…”

Section: Problem Of the Studymentioning

confidence: 99%

Untitled

2017

GJCMP

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PermeableThis study aims to demonstrate the effect of educational services on student satisfaction in Alrifaq private university in Libya, in order to achieve that, the researcher has designed a questionnaire included (28) clauses to collect preliminary information from the students. In light of that, data collection and analysis and test of hypothesis have been conducted. After data analysis operations of data and hypothesis of the study, the study reached number of results such as: Improvement quality of educational service reflected positively on the level of student satisfaction. The study also revealed that there is a statistically indicative effect of quality of educational service on student satisfaction at an indication level value (0.05). The most important recommendations of the study are: the university shall keep emphasizing on commitment and continuous development of the educational plan and improve the adopted programs by the university to increase the quality of its education process.

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Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.

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Testing the role of service quality on the development of brand associations and brand loyalty

Cited by 67 publications

References 23 publications

Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

Untitled

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

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