Table I. Initial OFBR items pool... | Emerald Publishing

Table I.

Initial OFBR items pool

Variables	Scale type	Adapted source and method
*OBF* OBF1: I am familiar with the online fashion brand retail outlet OBF2: I am familiar with the online retail outlet due to the previous experience OBF3: To be a brand familiarity, knowledge with the online retail fashion brand outlet is important OBF4: OBF enhance by frequent exposure to the fashion brand through online boosting. (ES) OBF5: Consumers can have greater motivation to designate attention in relation to product information in online advertisements for familiar brands rather than unfamiliar brands (FGD)^* OBF6: Online familiarity may guide the consumer’s attention to specific fashion brands (FGD and ES)	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Lee et al. (2018); Park and Stoel (2005), Ha and Perks (2005)), FGD and ES applied in this current study
*OVS* OVS1: It is easy for me to process the brand logo of fashion visually through online OVS2: With my eyes closed, it is easy for me to visualise the brand logo of my desire fashion brand OVS3: You would find it easy to describe the brand logo of the online fashion brand OVS4: Visual content is a critical feature of online fashion marketing and brand image (ES) OVS5: Visual complexity can negatively influence consumers’ preferences toward online fashion brands (FGD and ES) ^* OVS6: High visual simplicity led consumers to prefer an online brand (FGD) OVS7: Exposure of the fashion brand through online media such as using social media can increase awareness of online fashion brands (FGD)^* OVS8: Visually appealing brand message is a vital tool to extract positive perceptions of fashion brand’s exclusivity and promoting consumers’ affinity with those brands (FGD and ES)^*	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Lee et al. (2018), Wu et al. (2016); Van Grinsven and Das (2016a, 2016b)), FGD and ES applied in this current study
*OAA* OAA1: The logo of the online fashion brand is visually striking OAA2: The design of online fashion brand looks appealing OAA3: Straightforwardness may serve as a linkage between usability and aesthetics for online fashion brand OAA4: Beauty is a primary predictor of overall impression and preferences of websites regarding online fashion brand (ES) OAA5: Aesthetic interprets of beauty is associated with delight and perception towards the online fashion brand (FGD and ES)^* *OAA6: Aesthetics is a strong determinant* of pleasure experienced by the online user during the interaction with the relevant online fashion brand outlet (FGD)** OAA7: Visual attractiveness of the site affected users’ enjoyment regarding online fashion brand (FGD and ES) ^*	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Homburg et al., 2015; Lavie and Tractinsky, 2004), FGD and ES applied in this current study
*OBE* OBE1: Online fashion brands gain success when their business models emphasize a collective feeling of “us” or “we”, rather than you or me OBE2: Online marketers strive to create relevant and compelling content, through “joint creation of value by the company and the customer” OBE3: The online fashion brand is my first choice when I buy related fashion products OBE4: My love for the fashion brand is incomparable to the other online fashion brand (ES)^* OBE5: Online marketers allow experiencing the fashion brand more profoundly and having an emotional connection with it at a deeper level (FGD and ES) OBE6: Online fashion brand stimulate consumers’ imagination and involving them emotionally (FGD)^* OBE7: My online fashion brand addresses relevant social issues, it builds emotional bonds with me (FGD and ES)	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Marken (2003), Kim et al. (2003); Ding and Tseng (2015)), FGD and ES applied in this current study
*OSR* OSR1: My online fashion brand has a good reputation in online retail fashion industries OSR2: In the creative fashion industries, a lot of people know this online fashion brand by the local and international reputation OSR3: Most people from creative fashion industries think that this online brand has excellent creative designs accepted by society (FGD) OSR4: Firms need to practice CSR (corporate social responsibility) to focus on the more online visible in social reputation (ES) OSR5: Online fashion brands serve to express a unified identity through online group membership (FGD and ES) OSR6: Online fashion brand is more convinced by its meaning and it reflects self-fulfilment (FGD)^*	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Chen et al. (2015), Dowling (2016)), FGD and ES applied in this current study

Variables	Scale type	Adapted source and method
OBFOBF1: I am familiar with the online fashion brand retail outletOBF2: I am familiar with the online retail outlet due to the previous experienceOBF3: To be a brand familiarity, knowledge with the online retail fashion brand outlet is importantOBF4: OBF enhance by frequent exposure to the fashion brand through online boosting. (ES)OBF5: Consumers can have greater motivation to designate attention in relation to product information in online advertisements for familiar brands rather than unfamiliar brands (FGD)^*OBF6: Online familiarity may guide the consumer’s attention to specific fashion brands (FGD and ES)	Five-point Likert scale(strongly disagree-strongly agree)	Literature (Lee et al. (2018); Park and Stoel (2005), Ha and Perks (2005)), FGD and ES applied in this current study
OVSOVS1: It is easy for me to process the brand logo of fashion visually through onlineOVS2: With my eyes closed, it is easy for me to visualise the brand logo of my desire fashion brandOVS3: You would find it easy to describe the brand logo of the online fashion brandOVS4: Visual content is a critical feature of online fashion marketing and brand image (ES)OVS5: Visual complexity can negatively influence consumers’ preferences toward online fashion brands (FGD and ES) ^OVS6: High visual simplicity led consumers to prefer an online brand (FGD)OVS7: Exposure of the fashion brand through online media such as using social media can increase awareness of online fashion brands (FGD)^OVS8: Visually appealing brand message is a vital tool to extract positive perceptions of fashion brand’s exclusivity and promoting consumers’ affinity with those brands (FGD and ES)^*	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Lee et al. (2018), Wu et al. (2016); Van Grinsven and Das (2016a, 2016b)), FGD and ES applied in this current study
OAAOAA1: The logo of the online fashion brand is visually strikingOAA2: The design of online fashion brand looks appealingOAA3: Straightforwardness may serve as a linkage between usability and aesthetics for online fashion brandOAA4: Beauty is a primary predictor of overall impression and preferences of websites regarding online fashion brand (ES)OAA5: Aesthetic interprets of beauty is associated with delight and perception towards the online fashion brand (FGD and ES)^OAA6: Aesthetics is a strong determinant of pleasure experienced by the online user during the interaction with the relevant online fashion brand outlet (FGD)OAA7: Visual attractiveness of the site affected users’ enjoyment regarding online fashion brand (FGD and ES) ^	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Homburg et al., 2015; Lavie and Tractinsky, 2004), FGD and ES applied in this current study
OBEOBE1: Online fashion brands gain success when their business models emphasize a collective feeling of “us” or “we”, rather than you or meOBE2: Online marketers strive to create relevant and compelling content, through “joint creation of value by the company and the customer”OBE3: The online fashion brand is my first choice when I buy related fashion productsOBE4: My love for the fashion brand is incomparable to the other online fashion brand (ES)^OBE5: Online marketers allow experiencing the fashion brand more profoundly and having an emotional connection with it at a deeper level (FGD and ES)OBE6: Online fashion brand stimulate consumers’ imagination and involving them emotionally (FGD)^OBE7: My online fashion brand addresses relevant social issues, it builds emotional bonds with me (FGD and ES)	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Marken (2003), Kim et al. (2003); Ding and Tseng (2015)), FGD and ES applied in this current study
OSROSR1: My online fashion brand has a good reputation in online retail fashion industriesOSR2: In the creative fashion industries, a lot of people know this online fashion brand by the local and international reputationOSR3: Most people from creative fashion industries think that this online brand has excellent creative designs accepted by society (FGD)OSR4: Firms need to practice CSR (corporate social responsibility) to focus on the more online visible in social reputation (ES)OSR5: Online fashion brands serve to express a unified identity through online group membership (FGD and ES)OSR6: Online fashion brand is more convinced by its meaning and it reflects self-fulfilment (FGD)^*	Five-point Likert scale (strongly disagree-strongly agree)	Literature (Chen et al. (2015), Dowling (2016)), FGD and ES applied in this current study

Note:s

*Marked items were deleted later for having item-to-total correlations lesser than 0.50. The italic items generated from both FGD and ES outcomes. The bold items generated from ES and FGD separately