Comparison of Fashion Innovativeness and Opinion Leadership Scales

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2017-01-01
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Workman, Jane
Lee, Seung-Hee
Jung, Kwangho
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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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.

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