Conspicuous Consumption in Sport – Do Athletes Behave Conspicuously?

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dc.contributor.authorPavelková, Jana
dc.contributor.authorKráliková, Andrea
dc.contributor.authorKubát, Patrik
dc.contributor.authorHromadníková, Tereza
dc.date.accessioned2023-02-15T07:43:36Z
dc.date.available2023-02-15T07:43:36Z
dc.date.issued2022
dc.description.abstract-translatedConspicuous consumption is constantly evolving due to the availability of goods and the technology development. People have many opportunities to express their values, beliefs, and personalities through product and price is no longer the main factors determining whether a product is suitable for conspicuous consumption. With the development of social networks such as Instagram, the influence of recommendations by influencers are gaining momentum. By consuming similar products (and brands) as those consumed by influencers, consumers seek to demonstrate their similarity to influencers and thus join a particular social group. The purpose of this study is to examine the relationship between influencer marketing and the perception of sports products as conspicuous and to specify the purchasing behavior for sportswear. Primary data were collected using an online questionnaire focusing on Generation Z (n = 240) and in-depth interviews (n = 10). The questionnaire was based on previous studies of conspicuousness and status consumption and included a set of 22 statements. Data were processed using a factorial analysis in which statements were grouped into several main factors. These factors were examined through regression analysis, with the explanatory variable being the tendency toward conspicuous consumption. Although, the quantitative data analysis did not reveal a tendency toward conspicuous consumption of sports products, the qualitative analysis supports this relationship.en
dc.format9 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2022, roč. 12, č. 2, s. 101-109.cs
dc.identifier.doihttps://doi.org/10.24132/jbt.2020.8.4.101_109
dc.identifier.issn2788-0079
dc.identifier.urihttp://hdl.handle.net/11025/51506
dc.language.isoenen
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectvýrazná spotřebacs
dc.subjectsocialní statuscs
dc.subjectinfluencer marketingcs
dc.subjectsportovní oblečenícs
dc.subject.translatedconspicuous consumptionen
dc.subject.translatedsocial statusen
dc.subject.translatedinfluencer marketingen
dc.subject.translatedsportswearen
dc.titleConspicuous Consumption in Sport – Do Athletes Behave Conspicuously?en
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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