Abstract
The transformation that fashion market has achieved in this period is phenomenal. Traditional marketing exists but is gradually losing the market share. Marketers and fashion brand managers are thus reconsidering the communication strategies from Digital Media perspective. The aim of this research is to develop and validate a measurement scale for understanding consumers perception of interactive media contact points in context of fashion brands. This research involves survey responses from 378 fashion consumers. A three dimensional 40-item scale was developed based on literature review and expert opinions. The study presents the complete process of scale development and validation suggested by DeVellis, 1991 as well as implications of the main findings.
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