6533b7d8fe1ef96bd126b83f
RESEARCH PRODUCT
Brand social representations: strategic perspectives for a fitness club
Bernard MeurgeyGuillaume BodetMarie-françoise Lacassagnesubject
stereotypeshealth and fitness clubsopinionsStrategy and ManagementPhysical fitnessManagement Science and Operations Researchfitness club managementTask (project management)[SHS]Humanities and Social Sciencesprejudices membership recruitmentBrand imagesport management0502 economics and businessBusiness and International ManagementMarketingbusiness.industrycommunication05 social sciencesCognitionWord AssociationPublic relationsbrand imageSalientsports brandssocial representations050211 marketingClubFranceSport managementbusinessPsychology050212 sport leisure & tourismdescription
International audience; The aim of this study was to identify an accurate tool to enable fitness club managers to discover those opinions or stereotypes which represent obstacles to joining their organisations. Starting with brand image, the analysis then considered social representations as relevant constructs for apprehending these opinions or prejudices. The use of a word association task and the model of basic cognitive schemes (Rouquette, 1990; 1994) provided access to the salient elements of the social representations of a particular sport brand and the way they are structured. The procedure combining these two stages represented a diagnostic tool for identifying the attractive and unattractive aspects of a French fitness club brand, which enabled the proposal of advice to the manager in terms of strategic and operational marketing orientations for recruiting new members.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2009-01-01 |