Brand and corporate image of a sport organisation as a factor of building loyalty on example of rock climbing in Poland

Abstract

Brand and corporate image are one of most important assets (not only advantages) of organisations nowadays helping them become permanent in consumers minds what may lead to loyalty. Sport brings people together and creates bonds based on strong emotions and passion for sports between them and specific brands. The aim of presented study is to investigate how brand and corporate image, customer satisfaction, service quality and switching costs may influence customer loyalty in the case for example of rock climbing. The exploratory research based on focus group method aimed to understand the process of creating loyalty between climbers and campsites designed for them. It was important to find out how important the brand and corporate image is for climbers and what are factors making them choose the place to stay during climbing trips. It was also explored what kind of consumers are climbers who create specific communities.