The Impact of Brand Concept on Brand Relationship in a Fitness Product Context

The present study investigates that brand concept as an effective brand strategy substantially influences brand relationship from the perspective of fitness product brand. A survey of fitness exercise participants was conducted. For study purpose, a sample of 440 fitness exercise participants was taken from sports centers and fitness clubs in Taipei City. The study finds that brand concept has a more effective impact on brand relationship via brand identification than the other two paths (brand concept → brand image →brand relationship and brand concept→ brand identification→ brand image →brand relationship). The study further provides a conceptual framework for understanding how brand concepts affect brand relationship. Based on the findings, it was suggested that developing a suitable brand concept is an effective brand strategy.