Fashion self-congruity: scale development and validation
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 17 April 2018
Issue publication date: 9 May 2018
Abstract
Purpose
The purpose of this paper is to develop and validate measurement properties of a scale measuring fashion self-congruity (FSC).
Design/methodology/approach
Based on the existing literature of self-congruity, and four studies carried out as a part of this research, the FSC scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979).
Findings
The final version of the scale incorporates nine items classified into three dimensions: actual fashion self-congruity, ideal fashion self-congruity, and ideal social fashion self-congruity. The scale reveals strong psychometric properties based on findings of different reliability and validity tests.
Practical implications
A valid and reliable FSC scale provides a foundation to broaden quantitative inquiry into the types of FSC that consumers seek under different situations. Knowledge of the dominant self-concept driving the consumption of fashion in various situations will enable marketers to position their brands along the desired dimension of FSC.
Originality/value
The value of this research paper lies in validating a scale to measure FSC for the first time in the self-concept/congruity literature.
Keywords
Citation
Anand, S. and Kaur, H. (2018), "Fashion self-congruity: scale development and validation", Journal of Fashion Marketing and Management, Vol. 22 No. 2, pp. 158-175. https://doi.org/10.1108/JFMM-05-2017-0048
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited