摘要：AbstractGuided by the Theory of Reasoned Action, the self-developed measures were designed to measure the Malaysian females’ attitude towards buying fashion branded goods. The basic premise of the theory was that consumers were affected by several factors that shape their attitude and intention towards buying a product; somehow indicated consumers were cautious and careful in making the right decision. Results from the pilot test demonstrated that the self-designed measures was a very much reliable instrument, demonstrated an overall Cronbach alpha value of .93. Three factors emerged with high reliability scores of .70 and above. The correlation analysis demonstrated that all the three dimensions were not perfectly correlated as their correlation analysis illustrated from low to moderate scores, hence establishing the discriminant validity of the measures. Findings from the analysis confirmed the reliability of the scale and validated the influence of the Theory of Reasoned Action in predicting consumer's attitude and buying intention.
关键词：Theory of Reasoned Action;Females;Attitude;Fashion;and Brand ;
