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Journal of Marketing Research, 34, 347–356.Īchar, C., So, J., Agrawal, N., & Duhachek, A. The empirical study is described in Sect. 1), a literature review is given in Sect. The authors researched within the German speaking countries, and it is based on 150 questionnaires. This chapter shows how these two brands represent different personalities based on an empirical study. For many years, Adidas and Nike have found themselves fighting for their market position in the sports clothing industry. Especially in the sports clothing industry, it is essential to place a strong relationship with customers to add value. By linking a particular character to the brand, people can feel an emotional attachment. I can't say that for most other fitness trackers when it comes to the social component.Enterprises place their faith in emotional branding to differentiate themselves from competitors and anchor the brand in their customer’s minds. Even better, a good majority of them are active users that regularly log data and rack up Fuel points. Upon creating a Nike ID and searching for my friends, I instantly found a large amount of people using the app. If the social aspect is important to you, I've found more of my friends using the NikeFuel system than any other. Something to think about for those that play contact sports. It doesn't feel very good if a ball hits your wrist and in some instances, it even caused the latch to come undone. A friend does however have issues wearing it during contact sports or while playing basketball. The clasp on it clicks in place and is more sturdy than many others. When it comes to comfort, I still think the UP24 by Jawbone is the most comfortable to wear long term but the FuelBand is more than useable at the gym and even on a regular ongoing basis during the day. Nike has made the FuelBand out soft silicon and plastic which make it fairly comfortable to wear.
The screen on the fuel is unique from others and is visible in any kind of lighting, which is one of the things I've really liked about it. Just tap on the button in order to toggle through each data metric. Those include the time, NikeFuel accumulated for the day, calories, steps, and distance. You can however see certain statistics right on the screen of your FuelBand without pulling up the app. This is where all your data gets transferred to from your FuelBand. When you purchase a Nike FuelBand SE you'll need to download the companion FuelBand app to your iPhone.
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