Re-an Müller, Chantel Muller
Abstract
Smart wearable devices enable consumers to monitor their health and activity levels. They can track blood-oxygen levels, temperature, and heart rate data, gaining further significance during and after the Covid-19 pandemic. The rising popularity of these devices has led to intensified competition among smart wearable brands, necessitating strategic differentiation.
South Africa is a prominent market for smart wearable brands. Brand equity perceptions can be a key differentiating factor in this competitive landscape. There is limited academic research regarding the brand equity of smart wearable brands, particularly in the South African context. This study aims to validate a consumer-based brand equity model for smart wearable devices among South African consumers. Data were collected from 487 South African respondents aged 18-56 using a computer-administered online survey guided by a descriptive research design.
The findings have several theoretical and managerial implications. This study was the first to validate a smart wearable brand equity model comprising the four specific consumer-based brand equity factors: brand awareness, brand associations, quality perceptions and brand loyalty. These results enable smart wearable brands to rethink and optimise their branding strategy and identify areas of improvement to boost their consumer-based brand equity in South Africa and beyond.