Author - Re-an MÜLLER

WorkWell Research Unit, Management Sciences, North-West University, South Africa, ORICID: 0000-0002-8830-1080

Re-an MÜLLER Chantel MULLER

Influence of Consumer-Based Brand Equity on the Purchase Intention of Wearable Activity Tracker Brands

Wearable activity tracking (WAT) devices enable consumers to monitor their health and activity levels. Some of these devices can keep track of blood-oxygen levels, temperature, and heart-rate data and became increasingly important during and especially after the Covid-19 pandemic. The increase in popularity of these products led to a surge in competition among WAT brands that needs to find strategic approaches to stand out. Brand equity perceptions add extra value to the brand and is a key differentiating factor in a competitive environment. While the wearables market is expanding rapidly, there is little evidence of consumers’ perceived brand equity and its relation to their purchase of WAT device brands. This study aimed to investigate the effect of consumer-based brand equity dimensions on purchase intention of WAT brands, based on Aaker’s seminal conceptual framework. Data was collected from 487 South African consumers aged 18-56 using a computer-administered online survey guided...

Read More
Aims & Scope

Expert Journal of Marketing welcomes original academic articles to be published in open access.

Read more about Expert Journal of Marketing→

Guide for Authors

This 'Guide for Authors' provides useful information about the publication process at Expert Journal of Marketing.

Read 'Guide for Authors' →

Current Issue

Volume 5 of Expert Journal of Marketing is now available online

View Current Issue →

Forthcoming Papers

View upcoming finance academic articles accepted for publication.

View Articles →

Send Your Article Now
Bitnami