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

Author

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  • Beyza GÜLTEKİN
  • Kadir YAĞIZ
  • Leyla ŞENTÜRK-ÖZER

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.

Suggested Citation

  • Beyza GÜLTEKİN & Kadir YAĞIZ & Leyla ŞENTÜRK-ÖZER, 2024. "Examining Fitness Centre Members' Perceived Risk, Attitude, and Behavioural Intentions in the Context of Brand Equity during the COVID-19 Pandemic," Sosyoekonomi Journal, Sosyoekonomi Society, issue 32(60).
    • Handle: RePEc:sos:sosjrn:240207
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    More about this item

    Keywords

    Perceived Risk; Brand Equity; Attitude; Behavioural Intention; Fitness Centres.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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