Table 1 Reliability and validity testing

Brand attachment

I feel drawn to my favourite clothing brand

0.838

0.891

0.672

I am willing to pay more for my favourite clothing brand

I would feel more secure with my favourite clothing brand

I feel a deep connection with others who use the clothing brands I use

Obsessive–compulsive buying behaviour

I feel driven to shop and spend, even when I do not have the time or the money

0.840

0.887

0.614

I have a tough time controlling my need to go shopping

I buy clothes I do not need or will not use

My spending habits are creating problems in my life

I feel guilty or ashamed after I go on an excessive shopping trip

Materialism

Acquiring valuable clothes is important for my happiness

0.844

0.882

0.518

I would be happier if I could afford to buy more clothes

I like to own expensive clothes because this is a sign of success

I admire people who own expensive homes, cars, and clothes

I like to own clothes that impress people

I feel powerful when I buy clothes

I enjoy spending money on clothes that are not that practical

Self-congruence

My favourite clothing brand reflects the image of the person I would like to be

0.918

0.948

0.859

My favourite clothing brand reflects who I am

The personality of my favourite clothing brand is consistent with how I see myself