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Journals / Sosyoekonomi / 2026 / Cilt: 32 Sayı: 60

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

COVID-19 Pandemisi Döneminde Fitness Merkezi Üyelerinin Algılanan Risk, Tutum ve Davranışsal Niyetlerinin Marka Denkliği Bağlamında İncelenmesi

Beyza Gültekin(HACETTEPE UNIVERSITY)0000-0002-6797-864X
Kadir Yağız(IĞDIR ÜNİVERSİTESİ)0000-0002-6465-9678
Leyla Şentürk Özer(HACETTEPE ÜNİVERSİTESİ)0000-0002-8586-0207
Pages
133–157
Publication Date
2024-04-28
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In this context, this research contributes to the fitness centre literature by exploring the role of brand equity and providing insights for managers.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.”.
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Key Findings & Data:Data was collected from 280 fitness club members in Ankara, Türkiye.
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Conclusion & Impact:In this context, this research contributes to the fitness centre literature by exploring the role of brand equity and providing insights for managers.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Algılanan Risk · Marka Denkliği · Tutum

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.

Özet

Bu çalışma, fitness merkezi üyelerinin tutumlarının algılanan risk-davranışsal niyet arasındaki aracılık rolünü ve marka denkliğinin “algılanan risk-davranışsal niyet” ile “algılanan risk-tutum-davranışsal niyet” arasındaki düzenleyicilik rolünü incelemeyi amaçlamaktadır. Veriler, Ankara (Türkiye)' daki fitness merkezine üye olan 280 kişiden toplanmıştır. Önerilen hipotezler, PROCESS analizi aracılığıyla test edilmiştir. Analizler sonucu hipotezler desteklenmektedir. COVID-19 pandemisinde, fitness merkezi üyeliklerinde belirgin bir azalma olması, algılanan riske bağlanmaktadır. Bu bağlamda, bu araştırma, marka denkliğinin rolünü araştırarak fitness merkezi literatürüne katkıda bulunmakta ve yöneticiler için içgörü sunmaktadır.

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Cite This Article

Gültekin, B., Yağız, K., Özer, L. Ş. (2024). Examining Fitness Centre Members' Perceived Risk, Attitude, and Behavioural Intentions in the Context of Brand Equity during the COVID-19 Pandemic. Sosyoekonomi, Cilt: 32 Sayı: 60, 133–157. https://doi.org/10.17233/sosyoekonomi.2024.02.07

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