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Health and fitness marketing: the role of relationships and and trust
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics.
Växjö University, Faculty of Humanities and Social Sciences, School of Management and Economics. University West.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, p. 77-81Conference 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. p. 77-81
Keywords [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:lnu:diva-29748ISBN: 0-939783-14-2 (print)OAI: oai:DiVA.org:lnu-29748DiVA, id: diva2:658466
Conference
14th Biennial World Marketing Congress
Available from: 2010-04-27 Created: 2013-10-21 Last updated: 2016-11-15Bibliographically approved

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Sandell, MichaelaLagrosen, Stefan

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