Breaking Stereotypes: The Impact of Gender Equality and Sports Sponsorship on Purchase Intention Through Symbolic Consumption

This study examines the mediating role of symbolic consumption in the relationship between consumers’ gender equality perspectives and their purchase intention toward sports sponsorships. Data were collected from 482 participants through face-to-face and online surveys, and a structural regression model combining confirmatory factor analysis and path analysis was used to test the proposed hypotheses. The findings indicate that gender equality perspectives negatively influence symbolic consumptio