Yu-Hui Lee
Biographic Data
| ID | 11186358 |
|---|---|
| NAME | Yu-Hui Lee |
| GIVEN NAMES | Yu-Hui |
| FAMILY NAME | Lee |
| SIGNATURE | LEE Y |
| AFFILIATIONS | Chaoyang University of Technology , Taichung , Taiwan |
| ORCID | 0009-0003-5361-0582 |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2026 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
When Coaches Become Brands
This study examines the effects of fitness instructors’ personal brand on members’ self-congruity, brand attachment, and purchase intention in the context of fitness services. An online questionnaire survey was conducted, and data were collected from fitness club members in Taiwan using snowball sampling, resulting in 336 valid responses. The research model was examined through reliability and validity assessments, structural equation modeling, a…
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When Coaches Become Brands
This study examines the effects of fitness instructors’ personal brand on members’ self-congruity, brand attachment, and purchase intention in the context of fitness services. An online questionnaire survey was conducted, and data were collected from fitness club members in Taiwan using snowball sampling, resulting in 336 valid responses. The research model was examined through reliability and validity assessments, structural equation modeling, a…
brand attachment (1 work) · Brand management (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Customer retention (1 work) · Customer Service Quality and Loyalty (1 work) · emotional attachment (1 work) · exercise instructors (1 work) · fitness services (1 work) · gym members (1 work) · Marketing and Advertising Strategies (1 work)