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.


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.


Saraphine Pang, Korea University, Korea
Sukyung Kang, Korea University, Korea
Kyunhoon Boo, Korea University, Korea
Sejung Marina Choi, Korea University, Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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