Abstract
PurposeThe purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of fashion apparel brands. The scale quantitatively validates that brand relationship can be of equivalent importance to religious relationship in an individual fashion brand lover’s life.Design/methodology/approachBased on a previous literature review, brand centrality has been conceptualized. Following that, CoB scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979).FindingsThe final outcome of the study is a psychometrically reliable CoB scale. The study results validate the relationships between CoB, and other important theoretical antecedents and consequences of brand centrality.Originality/valueThis study contributes to the existing body of fashion branding research by showing that a consumer-fashion brand relationship can be of importance akin to a religious relationship in an individual’s life.
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