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Edgar Allan Poe/Sullivan's Island Library
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West Ashley Library
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Wando Mount Pleasant Library
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Village Library
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Keith Summey North Charleston Library
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Hurd/St. Andrews Library
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Work[out] from home: examining brand community among connected fitness brand users.
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![loading](/sites/all/modules/hf_eds/images/loading.gif)
- Author(s): Davies, Melissa; Hungenberg, Eric; Aicher, Thomas J.; Newland, Brianna L.
- Source:
International Journal of Sport Management & Marketing; 2024, Vol. 24 Issue 2, p113-136, 24p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: This study investigated the role virtual brand communities play in facilitating branding outcomes for prominent fitness brand, Peloton Interactive Inc. Survey responses from 663 Peloton users were analysed using structural equation modelling to explore the degree to which a connected fitness brand fosters a sense of brand community among users, and how this manifests into several desirable brand benefits, including brand love, brand equity, advocacy, and word-of-mouth communication. The study also examined the relationships between engagement in the brand's Facebook groups, product usage, and sense of brand community. Findings revealed that Peloton users who exhibited high levels of sense of community were more active on brand-related social media platforms and utilised their Peloton more frequently than did users with low sense of community. This research extends both practical and theoretical understandings of the role brand community plays in a variety of favourable outcomes for connected fitness brands. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of International Journal of Sport Management & Marketing is the property of Inderscience Enterprises Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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