Development and Validation of a Comprehensive Model for Enhancing the Brand Value of Fitness Clubs Based on a Service-Oriented Approach

In the increasingly competitive fitness service sector, brand value has emerged as a critical determinant of sustained member loyalty and market differentiation. While previous studies have examined brand equity in sports services, limited research has addressed the development of a comprehensive, service-oriented model tailored to the socio-cultural dynamics of mid-sized Iranian cities. This study aimed to design and validate an integrative framework for enhancing the brand value of fitness clubs in Qazvin, Iran, grounded in Service-Dominant Logic, relationship marketing, and customer-based brand equity theories. An exploratory sequential mixed-methods design was employed. The qualitative phase involved in-depth interviews with managers, coaches, and members (n=۱۵) to identify contextually relevant brand value drivers. Quantitative data were then collected via structured questionnaires from ۴۱۲ members across ۱۵ fitness clubs in Qazvin, using a stratified random sampling method. Measurement tools were refined through pilot testing (n=۳۰) and expert content validity assessment. The proposed model was tested using Structural Equation Modeling (SEM) with AMOS ۲۶, employing a two-step approach comprising confirmatory factor analysis and structural model evaluation. The results demonstrated strong model fit (CFI = ۰.۹۴۸, TLI = ۰.۹۴۱, RMSEA = ۰.۰۴۶, χ²/df = ۲.۱۴) and confirmed significant relationships between service quality, emotional connection, and member engagement, with value co-creation acting as a key mediator. Cultural relevance significantly moderated the emotional connection–brand value pathway, while brand communication consistency enhanced the synergistic effect of service quality on brand perceptions. These findings suggest that sustainable brand value growth in fitness services requires an integrated strategy focused on service excellence, cultural authenticity, active member participation, and consistent communication. The study contributes to theoretical understanding by contextualizing service-oriented brand building in an emerging market setting and provides practical guidance for sports club managers aiming to strengthen brand equity through culturally aligned service delivery.

کلیدواژه ها:

Brand Value ، Service Quality ، Cultural Relevance ، Value Co-Creation ، Fitness Clubs