The effects of product-brand fit and brand type on wearable smart masks

Abstract

Purpose

This study aims to examine the effects of perceived product–brand fit and brand type on consumer evaluations of wearable smart masks’ technological, aesthetic and social attributes and how these affect consumers’ attitudes and intentions to use.

Design/methodology/approach

Through an experimental approach, a total of 240 US consumers’ evaluations of smart masks are compared according to perceived product–brand fit (high vs low) and brand type (electronics vs fashion).

Findings

The results showed that high perceived product–brand fit increases consumers’ evaluations, while brand type did not significantly affect consumers’ evaluations. Among various attributes, social acceptability had the greatest influence on consumers’ attitude and intention to use. Perceived ease of use, however, positively influenced attitude but negatively influenced intention to use.

Originality/value

As consumers’ interest in smart health-care wearables increases and air pollution is a serious issue across countries, research on wearable smart masks is being facilitated. Smart masks refer to the digitalized, reusable wearable masks that provide protection and health-care functions. However, their market penetration is still limited. To close this gap between smart mask technology and the market, this study examines how perceived fit and brand type can be used to enhance consumer evaluations.

Citation

Tong, Z., Lee, S. and Woo, H. (2023), "The effects of product-brand fit and brand type on wearable smart masks", Research Journal of Textile and Apparel, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/RJTA-05-2023-0054