Comparison of Fashion Innovativeness and Opinion Leadership Scales
Abstract
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.
How to Cite:
Workman, J. E., Lee, S. & Jung, K., (2017) “Comparison of Fashion Innovativeness and Opinion Leadership Scales”, International Textile and Apparel Association Annual Conference Proceedings 74(1).
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