Fashion self-concept and fashion involvement: a mediation model Online publication date: Mon, 09-Dec-2019
by Rajan Saxena; Kiran Desai
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 3, 2019
Abstract: Single item fashion self-concept measures are useful in forecasting clothing expenditure. Actual fashion self-concept explains more variation than ideal fashion self-concept. Self-concept measures were mediated by the fashion involvement index in explaining their relationship with clothing expenditures. The short five item fashion involvement index has echoed its utility in fashion research in Indian context as well. A self-reported pen and paper survey amongst 159 respondents was conducted in a mega-city of India. The model was assessed for mediation relationships using Amos.
Online publication date: Mon, 09-Dec-2019
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