THE BRAND POSITIONING OF FITNESS CLUBS IN FUZHOU CITY, FUJIAN PROVINCE, CHINA BASED ON CUSTOMER LOYALTY
DOI:
https://doi.org/10.18623/rvd.v23.6109Palavras-chave:
Brand Positioning, Customer Loyalty, Brand Identity, Brand Cognition, Fitness ClubsResumo
This study investigates the brand positioning of fitness clubs in Fuzhou City from the perspective of customer loyalty. Using quantitative methods, a multi-dimensional structural equation model was constructed to explore how customer loyalty, brand identity, and brand awareness influence brand positioning. Based on 280 valid questionnaires, data were analyzed to: (1) examine the current status of brand positioning; (2) explore the relationships among customer loyalty, brand identity, brand awareness, and brand positioning; and (3) evaluate the effectiveness and mechanisms of loyalty-based brand positioning. Results show that customer loyalty significantly enhances brand identity, brand awareness, and brand positioning. Both brand identity and awareness positively affect brand positioning and mediate the impact of evaluation characteristics on brand positioning.
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