To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology

Luxury sports products and brands in general have seen a significant increase in their sales, highlighting the high consumption of smart sports watches. The purpose of this study is to investigate the mediating role of cobranding, self-presentation, self-expression, and symbolic values in the relati...

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Bibliographic Details
Published in:Sustainability 2021-06, Vol.13 (11), p.6499
Main Authors: Mohammadi, Sardar, Abdolmaleki, Hossein, Khodadad Kashi, Sholeh, Bernal-García, Ainara, Gálvez-Ruiz, Pablo
Format: Article
Language:English
Subjects:
Brands
Co-branding
Competitive advantage
Conformity
Consumer behavior
Consumers
Consumption
Customer services
Data collection
Factor analysis
Market positioning
Marketing
Multivariate statistical analysis
Self expression
Self image
Society
Specialty products
Sports
Sustainability
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Summary:Luxury sports products and brands in general have seen a significant increase in their sales, highlighting the high consumption of smart sports watches. The purpose of this study is to investigate the mediating role of cobranding, self-presentation, self-expression, and symbolic values in the relationship between the consumer’s need for uniqueness and the intention to repurchase luxury smart sports watches. The sample consisted of a total of 217 users of smart sports watches. An online questionnaire was used for data collection (24 items from 6 scales) and Smart PLS-SEM software was used for confirmatory factor analysis and to test a structural equation model. The findings provide an insight into the importance of cobranding on self-expression, self-presentation, and symbolic value. Specifically, in the case of intention to repurchase, the results show that symbolic value is the variable with the highest predictive value. This study provides an important advance in the academic literature related to luxury products in the sports sector, and the results facilitate a better understanding of the consumer’s intention to repurchase.
ISSN:2071-1050
2071-1050
DOI:10.3390/su13116499