A cross‐cultural validation of three new marketing scales for fashion research: Involvement, opinion seeking and knowledge

Leisa Reinecke Flynn (Associate Professor of Marketing at Florida State University in Tallahassee, Florida)
Ronald E. Goldsmith (Professor of Marketing at Florida State University)
Wan‐Min Kim (Professor of Marketing at Pukyong National University, Pusan, South Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 February 2000

Abstract

Three theoretical constructs that appear in many models of consumer behaviour and are of central importance to fashion marketing and management are enduring product involvement, opinion seeking and subjective product knowledge. Both basic and applied market research, however, have lacked valid, reliable and standardised measures of these variables. Recent published studies have presented multi‐item scales that fill this gap in fashion research methodology. All three scales, however, were developed using US data, chiefly students. This paper presents the results of three surveys of Korean adult (n = 479) and student (n = 387) consumers as well as US adult consumers (n = 318) that support the reliability and validity of all three scales and show their applicability for cross‐cultural fashion research.

Keywords

Citation

Reinecke Flynn, L., Goldsmith, R.E. and Kim, W. (2000), "A cross‐cultural validation of three new marketing scales for fashion research: Involvement, opinion seeking and knowledge", Journal of Fashion Marketing and Management, Vol. 4 No. 2, pp. 110-120. https://doi.org/10.1108/eb022583

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

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