An Investigation on Conspicuous Consumption from Perspective of Sport Products
An Investigation on Conspicuous Consumption from Perspective of Sport Products
Author(s): Muge Akyildiz, Metin Argan, Sabri Kaya, Mehpare Tokay ArganSubject(s): Business Economy / Management, Behaviorism, Sports Studies, Marketing / Advertising
Published by: Masarykova univerzita nakladatelství
Keywords: Conspicuous consumption; Consumer behavior; Sport consumption; Turkey;
Summary/Abstract: The conspicuous consumption among young generation consumers is a general trend in sport goods. The purpose of the study is to reveal the dimensions of conspicuous consumption related to sport products and to analyze the effects of conspicuous consumption on consumer happiness. Self-administered questionnaires were collected with 680 university students in a city of Eskisehir in Turkey. The results of analyzes reveal four valid dimensions (happiness and wellbeing, status, prestige, and symbolic product characteristics) and indicate significant relationship between conspicuous consumption dimensions and happiness and wellbeing as dependent variable.
Journal: Studia sportiva
- Issue Year: 9/2015
- Issue No: 1
- Page Range: 125-130
- Page Count: 6
- Language: English
