Narcissistic consumption in athletes: parallel mediation of brand evangelism between narcissistic personality and hedonic consumption attitude
Gokhan Aydin
IntroductionNarcissistic personality traits have increasingly been associated with identity-driven and pleasure-oriented consumption patterns. In sport contexts, where visibility, achievement, and symbolic recognition are highly salient, personality-based motivations may be closely linked to consumer attitudes. Although prior research has examined the relationship between narcissism and hedonic consumption, limited attention has been given to the psychosocial mechanisms that connect these constr