The Effectiveness of Corporate Advertising in a Collegiate Fitness Center

Abstract

The purpose of this research is to examine the effectiveness of the corporate advertisements in a collegiate fitness center in Hong Kong. In this study, a survey questionnaire was utilized to examine whether participants’ demographic information influenced the consumers’ attitude and purchase intention toward the product. A total of 112 valid samples were collected. The result showed there was a significant difference between genders in product purchase intention. And the research also found that participants’ exercise time can make a significant difference on the attitude and purchase intention toward the products. Compared with non-sport product, the sport related products received higher scores of attitude and purchase intention from participants in the collegiate sport center. There existed some limitations (sample size, time, gender ratio) during the research process. The result indicated there is potential commercial value hidden in the Hong Kong collegiate fitness clubs.