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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Z[oo]ming in…How Brand Love and Sense of Community: Contribute to the Success of Zumba®
verfasst von : Reanna Berry, Luis Torres, Phillip Hartley
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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Abstract
Fourteen million people in 185 countries do it weekly. These enviable numbers have been achieved by Zumba® Fitness in just over a decade. Established in 2001, this company boasts “the world’s leading branded fitness program” (Zumba® Fitness 2013). How does a company create such a widespread, yet loyal following? The research presented here seeks to investigate how business success is achieved by observing some of the particular elements in Zumba’s business model: brand love, sense of community, attitude toward fees.