How do consumers think about hybrid products? Computer wearables have an identity problem

LAUR Repository

Show simple item record

dc.contributor.author Nieroda, Marzena E.
dc.contributor.author Mrad, Mona
dc.contributor.author Solomon, Micheal R.
dc.date.accessioned 2020-01-16T13:04:27Z
dc.date.available 2020-01-16T13:04:27Z
dc.date.copyright 2018 en_US
dc.date.issued 2020-01-16
dc.identifier.issn 0148-2963 en_US
dc.identifier.uri http://hdl.handle.net/10725/11738 en_US
dc.description.abstract Hybrid products, as exemplified by Apple or Fitbit wearables, claim features of different product categories (i.e., a technology and a fashion item). As these products develop, marketers find it challenging to position and market them because they transcend traditional categories. Using wearables as exemplars and utilizing the product design literature, we propose a typology of these hybrids using the dimensions of (1) mono- versus multi-functionality and (2) mass- versus luxury fashion. Apart from being a fashion product, mono-functional wearables support one main technology-enabled function (e.g., an activity tracker), whereas multi-functional wearables support multiple functions (e.g., being a watch, activity tracker and an organizer). To illustrate the optimal positioning strategies for wearables, we show how various permutations of these products impact a consumer's self-image and product desirability. en_US
dc.language.iso en en_US
dc.title How do consumers think about hybrid products? Computer wearables have an identity problem en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 200302709 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Journal of Business Research en_US
dc.journal.volume 89 en_US
dc.article.pages 159-170 en_US
dc.keywords Hybrid products en_US
dc.keywords Wearables en_US
dc.keywords Positioning en_US
dc.keywords Product design en_US
dc.keywords Self-image en_US
dc.keywords Symbolism en_US
dc.identifier.doi https://doi.org/10.1016/j.jbusres.2018.04.024 en_US
dc.identifier.ctation Nieroda, M. E., Mrad, M., & Solomon, M. R. (2018). How do consumers think about hybrid products? Computer wearables have an identity problem. Journal of Business Research, 89, 159-170. en_US
dc.author.email mona.mrad@lau.edu en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.sciencedirect.com/science/article/pii/S0148296318302005 en_US
dc.orcid.id https://orcid.org/0000-0002-4775-8519 en_US
dc.author.affiliation Lebanese American University en_US

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search LAUR

Advanced Search


My Account