Brand perception in fitness centers: A comparison according to the premium and low-cost model

This study analyzes the brand perception of users of a premium and a low-cost fitness center. The objective is to know the perceptions on variables of interest such as corporate image, credibility, trust, recognition, attitudes, future intentions, reputation, congruence, identification, quality, value and satisfaction. On the other hand, the aim is to compare these perceptions, not only ac-cording to the type of fitness center, but also to analyze whether there are differences according to gender, age, frequency of attendance, time enrolled, or whether they have been enrolled before. The total number of participants in the study was 325 users, 176 belonging to the premium center and 149 to the low-cost center. The results show differences between the two models, in the case of the premium center according to age, frequency of attendance, time enrolled and previous enrollment, and in the case of the low-cost center according to time enrolled. The results show that sociodemographic aspects should be considered when analyzing brand perception in fitness centers, since these personal aspects can influence the responses to these variables. This type of study provides insights into the influence of brand-related perceptions, which are modifiable and can influence users' satisfaction and future intentions, thus contributing to the sustainability of the service.