Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption

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 luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.FindingsFindings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.Originality/valueThe study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.