Conceptualising online fashion brand recognition: scale development and validation

What is it about?

This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR). 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.

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Why is it important?

The relevance of this study lies in validating the scale for measuring OFBR for the first time in the literature on online fashion brand.