Authors: Guillaume Bodet, Bernard Meurgey, Marie-Francoise Lacassagne
Addresses: Institute of Sport and Leisure Policy, School of Sport and Exercise Sciences, Loughborough University, Loughborough LE11 3TU, UK. ' Socio – Psychologie et Management du Sport (SPMS), Universite de Bourgogne, France. ' Socio – Psychologie et Management du Sport (SPMS), Universite de Bourgogne, France
Abstract: 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.
Keywords: social representations; sports brands; communication; health and fitness clubs; sport management; fitness club management; opinions; stereotypes; prejudices membership recruitment; brand image; France.
International Journal of Sport Management and Marketing, 2009 Vol.5 No.4, pp.369 - 383
Available online: 20 Feb 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article