Brand Community Dynamics as a Basis for Competitive Strategy
Keywords:
marketing development, brand love, sense of community, brand communities, branded fitness, partial least squares structural equations modellingAbstract
The fitness industry is one characterized by fads and failures. With the pervasiveness of technology, the range of offerings and accompanying competitive strategies have only increased. However, lasting success remains elusive. This work uses a grounded theory approach through qualitative exploration of community members’ descriptions of their experiences combined with quantitative analysis of survey data. A conceptual model is proposed and tested through the application of PLS Modelling. An examination of how one competitor has overcome the challenges to endure for decades is presented. Findings indicate that inclusivity, community, and providing financial opportunity are critical elements of the successful strategy.
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