An expansion of the brand and message framing effects on smart health-care clothing

Purpose The purpose of this study is to examine the effects of brand and message framing on consumers’ evaluations and purchase intentions of smart health-care clothing. The study also examines the mediating effect of consumers’ evaluations on the effects of the brand and message framing on purchase intentions. Design/methodology/approach Through an experimental approach, a total of 240 US consumers’ evaluation of smart health-care clothing is...