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Fashion self-congruity: scale development and validation

Sahiba Anand (Department of Commerce, Guru Nanak Dev University, Amritsar, India)
Harsandaldeep Kaur (Department of Commerce, Guru Nanak Dev University, Amritsar, India)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 17 April 2018

Issue publication date: 9 May 2018

2260

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

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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