Building a Conceptual Model for Brand Meanings in Wearable Sports Technology

The purpose of this study is to build a conceptual model for understanding brand meanings in wearable sports technology. Wearable sports technology is a complex concept, because it integrates characteristics of clothing related issues like aesthetics and comfort as well as properties of electronic devices such as usability. Due to the lack of previous literature within the field of wearable sports technology three domains of literature are combined in the conceptual model to gain deeper understanding of the phenomenon. These three domains include the field of sports brands, technology and fashion. The connection between the two central theoretical constructs of brand meanings and brand relationships is elaborated in the proposed conceptual model.

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