Examining Fitness Centre Members' Perceived Risk, Attitude, and Behavioural Intentions in the Context of Brand Equity during the COVID-19 Pandemic

Beyza Gülteki̇n, Kadir Yağiz and Leyla Şentürk-Özer

Sosyoekonomi Journal, 2024, issue 32(60)

Abstract: This study examines the mediating role of fitness centre members' attitudes between perceived risk-behavioural intention and the moderating role of brand equity in the linkage between “perceived risk-behavioural intention” and “perceived risk-attitude-behavioural intention.”. Data was collected from 280 fitness club members in Ankara, Türkiye. Proposed hypotheses are tested through PROCESS analyses. The analyses demonstrated support for the hypotheses. Amidst the COVID-19 pandemic, a noticeable decrease in fitness centre memberships is attributed to perceived risks. In this context, this research contributes to the fitness centre literature by exploring the role of brand equity and providing insights for managers.

Keywords: Perceived Risk; Brand Equity; Attitude; Behavioural Intention; Fitness Centres. (search for similar items in EconPapers)
JEL-codes: M10 M19 M30 M31 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://dergipark.org.tr/tr/download/article-file/3288007

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sos:sosjrn:240207

Access Statistics for this article

More articles in Sosyoekonomi Journal from Sosyoekonomi Society Cihan St. 27/7 06430 Sihhiye Ankara Turkey.
Bibliographic data for series maintained by Aysen Sivrikaya ().