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

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  • Nieroda, Marzena E.
  • Mrad, Mona
  • Solomon, Michael R.

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.

Suggested Citation

  • Nieroda, Marzena E. & Mrad, Mona & Solomon, Michael R., 2018. "How do consumers think about hybrid products? Computer wearables have an identity problem," Journal of Business Research, Elsevier, vol. 89(C), pages 159-170.
    • Handle: RePEc:eee:jbrese:v:89:y:2018:i:c:p:159-170
    DOI: 10.1016/j.jbusres.2018.04.024
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    5. Mona Mrad & Maya F. Farah & Stephanie Haddad, 2019. "From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 567-582, September.
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    7. Zahy B. Ramadan, 2019. "Brand–brand relational moments," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 705-716, November.
    8. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    9. Guy Assaker & Wassim Shahin, 2022. "What Drives Faculty Publication Citations in the Business Field? Empirical Results from an AACSB Middle Eastern Institution," Publications, MDPI, vol. 10(4), pages 1-29, November.
    10. Mrad, Mona & Majdalani, Joelle & Cui, Charles Chi & El Khansa, Zeinab, 2020. "Brand addiction in the contexts of luxury and fast-fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
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