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When Coaches Become Brands: How Fitness Instructors’ Personal Brand Shapes Members’ Self-Congruity, Brand Attachment, and Purchase Intention Cover

When Coaches Become Brands: How Fitness Instructors’ Personal Brand Shapes Members’ Self-Congruity, Brand Attachment, and Purchase Intention

Physical Culture and Sport. Studies and Research
Volume 112 (2026): Issue 1 (January 2026)
By: ,  ,  ,   and    
Open Access
|Oct 2026
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DOI: https://doi.org/10.2478/pcssr-2026-0015 | Journal eISSN: 1899-4849 | Journal ISSN: 2081-2221
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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
Keywords:
Brand attachment,
Fitness instructor,
Personal brand,
Purchase intention,
Self-congruity
Related subjects:
Cultural studies,
General cultural studies,
Business and economics,
Business management,
Industries,
Sports,
Sports and recreation,
Physical education,
Sociology of sports

© 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.

Volume 112 (2026): Issue 1 (January 2026)
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