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.
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© 2016 Academy of Marketing Science
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Berry, R., Torres, L., Hartley, P. (2016). Z[oo]ming in…How Brand Love and Sense of Community: Contribute to the Success of Zumba®. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_163
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DOI: https://doi.org/10.1007/978-3-319-11815-4_163
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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