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Keywords: Athletes
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (5): 871–889.
Published: 02 April 2024
...Halil Erdem Akoğlu; Kadir Yildiz; Sushant Kumar Purpose Although 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...
