Title: Work[out] from home: examining brand community among connected fitness brand users

Authors: Melissa Davies; Eric Hungenberg; Thomas J. Aicher; Brianna L. Newland

Addresses: Ohio University, Copeland Hall, Athens, OH 45701, USA ' University of Tennessee – Chattanooga, 103 Metropolitan Building, Chattanooga, TN 37403, USA ' University of Colorado, 1420 Austin Bluffs Pkwy, Dwire Hall 313C, Colorado Springs, CO 80918, USA ' New York University, 7 East 12 St., Suite 425B, New York, NY 10003, USA

Abstract: This study investigated the role virtual brand communities play in facilitating branding outcomes for prominent fitness brand, Peloton Interactive Inc. Survey responses from 663 Peloton users were analysed using structural equation modelling to explore the degree to which a connected fitness brand fosters a sense of brand community among users, and how this manifests into several desirable brand benefits, including brand love, brand equity, advocacy, and word-of-mouth communication. The study also examined the relationships between engagement in the brand's Facebook groups, product usage, and sense of brand community. Findings revealed that Peloton users who exhibited high levels of sense of community were more active on brand-related social media platforms and utilised their Peloton more frequently than did users with low sense of community. This research extends both practical and theoretical understandings of the role brand community plays in a variety of favourable outcomes for connected fitness brands.

Keywords: connected fitness; brand community; sense of community; brand love; brand equity.

DOI: 10.1504/IJSMM.2024.137102

International Journal of Sport Management and Marketing, 2024 Vol.24 No.2, pp.113 - 136

Received: 09 Oct 2022
Accepted: 22 Apr 2023
Published online: 01 Mar 2024 *

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