Conceptualising online fashion brand recognition: scale development and validation


Hoque, Mohammad Tayeenul and Hassan, Hasliza and Rahman, Muhammad Sabbir and Rusha, Md Rifayat Islam and Hossain, Md Afnan (2020) Conceptualising online fashion brand recognition: scale development and validation. Spanish Journal of Marketing - ESIC, 24 (1). pp. 73-96. ISSN 2444-9695

[img] Text
rahman2020.pdf - Published Version
Restricted to Repository staff only

Download (404kB)


Purpose This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR). Design/methodology/approach Given the existing literature on brand, multiple stages of studies were conducted as a part of the scale development process. The OFBR scale was validated by a step-by-step process following the scale validation methodology suggested in the specialised literature. Findings The results demonstrate the 25 items of five unique factors that form the OFBR construct and confirm the strong validity of the construct. This finding suggests that the five-dimensional approach (online brand familiarity, online visual simplicity, online aesthetic attraction, online brand emotion and online social reputation) plays important role to form OFBR. Practical implications A valid and reliable OFBR scale provides a foundation for broadening the understanding on the important constructs that form OFBR, which is essential for online fashion retailing. Knowledge of the crucial antecedents that influence consumers towards online fashion products can enhance marketers’ capability to position their brands towards their target markets. Originality/value The relevance of this study lies in validating the scale for measuring OFBR for the first time in the literature on online fashion brand.

Item Type: Article
Uncontrolled Keywords: Product management
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 23 Dec 2020 18:26
Last Modified: 29 Dec 2020 07:06


Downloads per month over past year

View ItemEdit (login required)