Sarcouncil Journal of Economics and Business Management

Abstract: As consumers increasingly prioritize health, balance, and quality of life, brands are compelled to integrate well-being into their core strategic positioning. This study examines how well-being-driven branding strategies grounded in holistic fitness influence long-term customer relationships. Using a mixed-methods approach, the research investigates the direct and indirect effects of holistic fitness branding on relationship continuity, with perceived authenticity, brand trust, and emotional attachment examined as key relational mechanisms. Quantitative data collected from customers of fitness and wellness-oriented brands were analyzed using structural equation modeling, complemented by qualitative insights to contextualize relational dynamics. The results reveal that holistic fitness branding significantly enhances long-term customer relationships both directly and indirectly by strengthening authenticity, trust, and emotional attachment. Engagement intensity and community participation further amplify these relationships, highlighting the importance of interactive and socially embedded brand environments. The findings contribute to branding and relationship marketing literature by positioning holistic fitness as a multidimensional strategic driver of sustainable customer relationships and offer practical insights for organizations seeking to align well-being initiatives with long-term brand value.