publication . Article . 2014

Juxtaposing Sport and Public Health: The Case of Fit University, Inc.

Antonio S. Williams; Benjamin K. Wright; Crystal T. Williams;
Open Access English
  • Published: 01 Apr 2014 Journal: Choregia (issn: 1791-4027, Copyright policy)
  • Publisher: Greek Center for Sport Science Research
The purpose of this research was to examine a childhood obesity initiative that successfully used strategic brand management as a fundamental aspect of its mission and goal to promote physical activity through sport, fitness, and education. Using the case study approach, we evaluated Fit University, Inc. (Fit U) in order to identify brand-related characteristics of a successful public health initiative using sport, fitness and education to reduce childhood obesity. The re- searchers and creators of the initiative used existing sport and fitness-related branding literature to create brand aware- ness and brand associations (i.e., brand equity) among the program p...
free text keywords: Sports, GV557-1198.995, Physical education, Physical fitness, business.industry, business, Health promotion, Program evaluation, Marketing, Health policy, Public health, medicine.medical_specialty, medicine, Psychology, Fast foods, Obesity, medicine.disease, Public relations
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Article . 2014
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