Brand Associations of Cross Training Centers and Repurchase Intentions and Word-of-Mouth

Introduction: Brazil ranks second in the number of CrossFit® boxes, the leading cross-training brand, behind only the United States. As a result, there is growing interest among managers of these brands in developing strong associations with the organization's image. Moreover, consumer loyalty is a fundamental condition for the development of any organization, and one of the ways to analyze it is through behavioral intentions. Objective: To identify the brand associations and behavioral intentions present in the minds of customers of cross-training centers. Methods: The study focused on participants from cross-training boxes in the metropolitan area of Recife-PE. It employed a descriptive quantitative approach, and the design was considered a survey. Data collection was carried out through an adapted questionnaire, disseminated online via Google Forms. The data were tabulated in Excel 2019 software, and the analysis was performed using the Statistical Package for the Social Sciences (SPSS). Results and Discussion: The dimensions related to brand associations and behavioral intentions yielded positive results, indicating that all associations are present in the consumer's mind. The results also indicated a high rate of repurchase intentions and word-of-mouth promotion. Conclusion: The dimensions "Escape", "Coach", and "Service Delivery" were the most prominent associations in the consumer's mind, while "Logo Design" and "Physical Environment" were the dimensions with lower value. All behavioral intentions were strong, indicating a good likelihood of being carried out in the future.