Fashion self-congruity: scale development and validation

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.

Homo moralis and Homo economicus: scale development and validation of consumers' moral preferences

“…Based on the guidelines proposed by Churchill (1979) and Anand and Kaur (2018), the scale development procedure of this study involves three stages: item generation, scale purification and scale validation. The scale development process is presented in Table 1.…”

“…The scale was purified using a four-step instrument refinement process suggested by previous studies (Anand and Kaur, 2018; Netemeyer et al , 2003). First, this study examined the correlation between each item of a concept and the total score for that concept (item-to-total correlation 1).…”

“…First, this study examined the correlation between each item of a concept and the total score for that concept (item-to-total correlation 1). According to Anand and Kaur (2018) and Ruekert and Churchill (1984), when the correlation of an item and the total score is less than 0.50, the item should be eliminated. Through this step, three items were eliminated.…”

Preface to Transitioning to Responsible Consumption and Production

“…Yet, fashion consumption is more complex; fashion constructs identity (Anand and Kaur 2017), indicating status, lifestyle, and belonging (Goldsmith and Clark 2008). Fashion sends symbolic signals to others that portrays social self (Anand and Kaur 2017) and Nash (2019) found that acquiring new fashion increased self-confidence. Hudson and Hudson (2003) postulate that marketing activities are positioned from the perspective that consumption increases personal satisfaction that contributes to feelings of wellbeing (O'Guinn and Faber 1989).…”

Justice Concerns in SDG 12: The Problem of Missing Consumption Limits

“…Other consumption contexts appear more advanced, particularly the current nudge to reconsider single-use plastic (Howard et al 2019), and more consumers now carry shopping bags, water bottles, and reusable coffee cups with lids to avoid plastic waste. Yet, fashion consumption is more complex; fashion constructs identity (Anand and Kaur 2017), indicating status, lifestyle, and belonging (Goldsmith and Clark 2008). Fashion sends symbolic signals to others that portrays social self (Anand and Kaur 2017) and Nash (2019) found that acquiring new fashion increased self-confidence.…”