This research examines how self-presentation influences purchasing of luxury brands among sport consumers, highlighting moderating and mediating roles of comparison and orientation.
Research question This study explored the psychological mechanisms of sport consumers' decisions to purchase luxury sport brands. Specifically, we examined (1) the impact of sport consumers' self-presentation concerns on their decision to purchase luxury sportswear brands, (2) the moderating roles of goal orientation and self-construal, and (3) the mediating role of social comparison.
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Yoo et al. (2025) studied this question.
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