Consumer perceptions to luxury co-branding partnership in sport wearable market

This study investigated the emergence of a (luxury) branding strategy of wearable devices within the sport industry. More specifically, this study examined how consumers perceive co-branded sports products by examining relationships among self-image congruence, perceived product quality, and perceived brand fit. Using a sample of 194 participants, results of a structural equation modeling indicated that consumers’ perceptions of self-image congruence and perceived brand fit were significant predictors of willingness to purchase of co-branded sport wearable devices. Additionally, no moderation effect of gender was identified in the analyses. Briefly, this study adds marketing insights to an emerging sport wearable device market that can be benefited from co-branding tactics.