Abstract
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.
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Sandell, M., Lagrosen, S. (2015). Health and Fitness Marketing - The Role of Relationships and Trust. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_29
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DOI: https://doi.org/10.1007/978-3-319-18687-0_29
Publisher Name: Springer, Cham
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