Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption
Halil Erdem Akoğlu,
Kadir Yildiz,
Sushant Kumar
Abstract:PurposeAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.Design/methodology/approachThe study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of lux… Show more
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