ArticleFrontiers in psychology2026
Narcissistic consumption in athletes: parallel mediation of brand evangelism between narcissistic personality and hedonic consumption attitude.
Article in Frontiers in psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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6 authors.
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Abstract
Introduction: Narcissistic 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 constructs within athlete populations. This study examines whether brand evangelism mediates the association between narcissistic personality and hedonic consumption attitude in sport, while also investigating whether its subdimensions function symmetrically or asymmetrically in this mediation process. Methods: Data were collected from student-athletes ( Results: Narcissistic personality was positively associated with brand evangelism ( Discussion: Interpreted within the framework of ERG theory as a conceptual motivational lens, the findings suggest that growth-oriented and relatedness-oriented tendencies associated with narcissism may be linked to hedonic sport consumption through identity-expressive brand processes. The results further indicate that the propaganda and attachment dimensions operate as distinct mediating pathways rather than uniformly contributing mechanisms. By identifying brand evangelism as a psychosocial mechanism connecting narcissistic tendencies with hedonic consumption attitudes in sport, this study extends personality-based consumption research within sport contexts and offers a more nuanced understanding of how identity-driven motivations are associated with consumer behavior.
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