Technology Vs. Fashion Branded Wearable Devices
As wearable devices posses both technology and fashion characteristics, an experiment was conducted to test whether the product faired better as a technology branded or fashion branded product. In addition, the effectiveness of type of advertising message (rational vs. emotional) was also tested.
Citation:
Saraphine Pang, Sukyung Kang, Kyunhoon Boo, and Sejung Marina Choi (2015) ,"Technology Vs. Fashion Branded Wearable Devices", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 329-329.
Authors
Saraphine Pang, Korea University, Korea
Sukyung Kang, Korea University, Korea
Kyunhoon Boo, Korea University, Korea
Sejung Marina Choi, Korea University, Korea
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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