Cross-Cultural Validation of a Fashion Brand Image Scale
Using a national sample from the US (a Western culture), the three dimensions of a new fashion brand image scale have been shown to be reliable and valid (Cho, Fiore, & Russell, 2015). The scale, which captures cognitive, sensory, and affective dimensions (i.e., mystery, sensuality, intimacy, respectively), should be validated with national samples of consumers from Eastern cultures, because culture has been shown to have an influence on consumer behavior (Yoo & Donthu, 2002). Moreover, factors leading to a successful brand image can differ cross-nationally, based on cultural, social, and economic characteristics in a society (Hofstede, 2001). Therefore, the present study sought to further validate this new scale by examining its performance across three consumer markets, that of the US, China, and South Korea.