Track

SPA

Presentation Type

Poster

Description

The purpose of this study was two-fold: (a) to compare four scales for measuring fashion innovativeness and/or fashion opinion leadership that have been used to segment consumers into groups for research purposes and (b) to examine the scales for construct validity using the dependent variables fashion involvement and materialism.

Share

COinS
 
Jan 1st, 12:00 AM

Comparison of Fashion Innovativeness and Opinion Leadership Scales

The purpose of this study was two-fold: (a) to compare four scales for measuring fashion innovativeness and/or fashion opinion leadership that have been used to segment consumers into groups for research purposes and (b) to examine the scales for construct validity using the dependent variables fashion involvement and materialism.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.