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Health and fitness marketing: the role of relationships and and trust
Växjö University.
University West, Department of Economics and IT, Division of Business Administration.ORCID iD: 0000-0003-3310-305X
2009 (English)In: Proceedings of 14th Biennial World Marketing Congress: Marketing in Transition : Scarcity, Globalism, and Sustainability, 22-25 July 2009 / [ed] Campbell, Colin L., Oslo: Oslo School of Management , 2009, 77-81 p.Conference paper, Published paper (Refereed)
Abstract [en]

The purpose for the study is to explore relationship marketing in the health and fitness sector with a special focus on trust. A qualitative study involving 15 health and fitness companies has been carried out. Important aspects of trust have been defined and a framework depicting the role of trust has been developed.

Place, publisher, year, edition, pages
Oslo: Oslo School of Management , 2009. 77-81 p.
Keyword [en]
Health, marketing, trust, relationship
National Category
Business Administration
Research subject
SOCIAL SCIENCE, Business administration; NURSING AND PUBLIC HEALTH SCIENCE, Public health science
Identifiers
URN: urn:nbn:se:hv:diva-2259ISBN: 0-939783-14-2 (print)OAI: oai:DiVA.org:hv-2259DiVA: diva2:313661
Conference
14th Biennial World Marketing Congress
Available from: 2010-04-27 Created: 2010-03-04 Last updated: 2015-03-17Bibliographically approved

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CiteExportLink to record
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Citation style
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