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Eurasian Business Perspectives pp 233–243Cite as

Building a Conceptual Model for Brand Meanings in Wearable Sports Technology

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Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 8/1))

Abstract

The purpose of this study is to build a conceptual model for understanding brand meanings in wearable sports technology. Wearable sports technology is a complex concept, because it integrates characteristics of clothing related issues like aesthetics and comfort as well as properties of electronic devices such as usability. Due to the lack of previous literature within the field of wearable sports technology three domains of literature are combined in the conceptual model to gain deeper understanding of the phenomenon. These three domains include the field of sports brands, technology and fashion. The connection between the two central theoretical constructs of brand meanings and brand relationships is elaborated in the proposed conceptual model.

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Author information

Authors and Affiliations

  1. Faculty of Management, University of Tampere, Tampere, Finland

    Hilla Karamaki, Sonja Lahtinen & Pekka Tuominen

Authors
  1. Hilla Karamaki
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  2. Sonja Lahtinen
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  3. Pekka Tuominen
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Corresponding author

Correspondence to Pekka Tuominen .

Editor information

Editors and Affiliations

  1. Faculty of Political Sciences, Istanbul Medeniyet University, Istanbul, Turkey

    Mehmet Huseyin Bilgin

  2. MUFG Union Bank, San Francisco, California, USA

    Hakan Danis

  3. Faculty of Tourism, Istanbul Medeniyet University, Istanbul, Turkey

    Ender Demir

  4. Eurasia Business & Economic Society, Fatih, Istanbul, Turkey

    Ugur Can

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Karamaki, H., Lahtinen, S., Tuominen, P. (2018). Building a Conceptual Model for Brand Meanings in Wearable Sports Technology. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Eurasian Business Perspectives. Eurasian Studies in Business and Economics, vol 8/1. Springer, Cham. https://doi.org/10.1007/978-3-319-67913-6_16

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