RELATIONSHIP BETWEEN MARKETING STRATEGY, BRAND EQUITY AND CONSUMER MOTIVATION: A CASE STUDY ON SPORTS & HEALTH CLUBS

Marketing strategies in consumer motivation has become the focus for this research. With random sampling, questionnaires were distributed and collected on-site for this study. Aiming at the executives, staff and consumers in Recreation Center, total 500 questionnaires were distributed, 217 copies were retrieved, retrieval rate - 43%. The findings show that marketing strategies have significant positive correlation with consumer motivation, brand equity has remarkable positive correlation with marketing strategies and consumer motivation, and brand equity shows interference in the effects of marketing strategies on consumer motivation. Last but not least, this study aims to provide some suggestions and references, according to the findings, to sports and health clubs which are considering marketing strategies.