When Coaches Become Brands: How Fitness Instructors’ Personal Brand Shapes Members’ Self-Congruity, Brand Attachment, and Purchase Intention
By: Chin-Wei Lin, Chin-Cheng Yang, Yu-Hui Lee, I-Yu Tsai and Yu-Sheng Lin
Authors
Chaoyang University of Technology, Taichung, Taiwan
Department of Industrial Education and Technology, National Changhua University of Education, Chang-Hua, Taiwan
Language: English
Page range: 217 - 231
Submitted on: Jul 30, 2026
Accepted on: Sep 7, 2026
Published on: Oct 7, 2026
Published by: University of Physical Education in Warsaw
In partnership with: Paradigm Publishing Services
Publication frequency: Volume open
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© 2026 Chin-Wei Lin, Chin-Cheng Yang, Yu-Hui Lee, I-Yu Tsai, Yu-Sheng Lin, published by University of Physical Education in Warsaw
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.