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Lost and Found Again: Subjective Norm in Gym Membership
DLSU Business & Economics Review
View Archive Info| Field | Value | |
| Title |
Lost and Found Again: Subjective Norm in Gym Membership
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| Creator |
Leeman, Octavia; De La Salle University
Ong, Jaime S; De La Salle University |
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| Subject |
Business Management
Behavioral intention, attitudes, subjective norm, memberships |
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| Description |
Understanding behavioral intention, a critical aspect of market planning, is not simple, as many factors are involved in the formation of behavioral intention. This study endeavored to better understand the relationship between attitude, subjective norm and behavioral intention in an empirical study of gym membership. Using a model based on the Theory of Reasoned Action, the study examined the influence of attitude and subjective norm on behavioral intention to join a gym. An analysis of the findings suggested that to maintain current gym members, a gym operator should capitalize on attitudes favoring gym membership. Keywords: Behavioral intention, attitudes, subjective norm, memberships
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| Publisher |
De La Salle University
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| Contributor |
—
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| Date |
2008-11-24
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
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| Identifier |
http://www.philjol.info/philjol/index.php/BER/article/view/695
10.3860/ber.v18i1.695 |
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| Source |
DLSU Business & Economics Review; Vol 18, No 1 (2008); 13-28
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| Language |
en
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| Coverage |
Philippines
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