Sarcouncil Journal of Economics and Business Management

Abstract: In contemporary consumer markets, brands increasingly rely on experiential and relational strategies to build trust and long-term engagement. This study examines how movement-based customer engagement, specifically through female-centered fitness approaches, contributes to the development of high-trust brands. Using a mixed-method research design, the study integrates survey-based quantitative analysis with qualitative insights from female fitness participants engaged in brand-affiliated programs. Customer engagement is conceptualized as a multidimensional construct encompassing behavioral, emotional, and cognitive dimensions, while brand trust is examined through credibility, benevolence, and reliability. The results reveal that female-centered fitness attributesparticularly emotional safety, inclusivity, and community orientation significantly enhance all dimensions of customer engagement. Among these, emotional engagement emerges as the strongest mediator linking fitness participation to brand trust. Visual and structural analyses further demonstrate that sustained participation in female-centered fitness environments leads to cumulative engagement growth and amplified trust outcomes. The findings highlight the strategic importance of designing fitness-based brand experiences that prioritize psychological comfort, empathetic interaction, and long-term relationship cultivation. This study contributes to customer engagement and branding literature by positioning movement and embodied participation as central mechanisms in trust-oriented brand development and offers actionable insights for practitioners in wellness, fitness, and lifestyle branding contexts.