I-Yu Tsai
Biographic Data
| ID | 6843328 |
|---|---|
| NAME | I-Yu Tsai |
| GIVEN NAMES | I-Yu |
| FAMILY NAME | Tsai |
| SIGNATURE | TSAI I |
| AFFILIATIONS | Chaoyang University of Technology |
| ORCID | 0009-0008-9072-2176 |
| VERIFIED | No |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| 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…
Match or Mismatch? The Influence of Athletes’ Leadership Style Preferences on Perceived Coaching Effectiveness in Sports
This study examines how athletes’ preferred coaching leadership styles relate to and influence the coach–athlete relationship and leadership effectiveness. A total of 90 collegiate badminton players from Taiwan’s general division were recruited using purposive sampling. The researcher personally administered the implicit association test and conducted a survey questionnaire with each participant using a two-stage data collection process. Data wer…
No prominent works on this page.
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…
Match or Mismatch? The Influence of Athletes’ Leadership Style Preferences on Perceived Coaching Effectiveness in Sports
This study examines how athletes’ preferred coaching leadership styles relate to and influence the coach–athlete relationship and leadership effectiveness. A total of 90 collegiate badminton players from Taiwan’s general division were recruited using purposive sampling. The researcher personally administered the implicit association test and conducted a survey questionnaire with each participant using a two-stage data collection process. Data wer…
Athletes (1 work) · brand attachment (1 work) · Brand management (1 work) · Coaching (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Customer retention (1 work) · Customer Service Quality and Loyalty (1 work) · Democracy (1 work) · emotional attachment (1 work) · exercise instructors (1 work)