부산대학교 도서관

This study investigated the role virtual brand communities play in facilitating branding outcomes for prominent fitness brand, Peloton Interactive Inc. Survey responses from 663 Peloton users were analysed using structural equation modelling to explore the degree to which a connected fitness brand fosters a sense of brand community among users, and how this manifests into several desirable brand benefits, including brand love, brand equity, advocacy, and word-of-mouth communication. The study also examined the relationships between engagement in the brand's Facebook groups, product usage, and sense of brand community. Findings revealed that Peloton users who exhibited high levels of sense of community were more active on brand-related social media platforms and utilised their Peloton more frequently than did users with low sense of community. This research extends both practical and theoretical understandings of the role brand community plays in a variety of favourable outcomes for connected fitness brands.