To Buy or Not to Buy: How Behavioral Habits Affect the Repurchase Intention of Cobranded Wearable Fitness Technology

Luxury sports products and brands in general have seen a significant increase their sales, highlighting the high consumption of smart watches. The purpose this study is to investigate mediating role cobranding, self-presentation, self-expression, symbolic values relationship between consumer’s need for uniqueness intention repurchase luxury sample consisted total 217 users An online questionnaire was used data collection (24 items from 6 scales) Smart PLS-SEM software confirmatory factor analysis test structural equation model. findings provide an insight into importance cobranding on value. Specifically, case repurchase, results show that value variable with highest predictive This provides important advance academic literature related sector, facilitate better understanding repurchase.