Reviewing survey research published in the Journal of Fashion Marketing and Management during the years 2010 – 2014, we highlight two areas where theory testing in global and cross-cultural fashion marketing would benefit from improvement. In particular, cross-sectional, single-source research designs and alternative explanations threaten the internal validity of the literature. Our aim is to discuss how a series of well-established survey preparation techniques and post hoc tests can overcome these threats and strengthen the findings stemming from global and cross-cultural fashion marketing research. At the core of our recommendations are recent advances in common method variance testing and covariate analysis. We discuss how these prescriptions can be used to advance theories related to large-scale global and cross-cultural fashion marketing research efforts.

• Athina Zeriti(Durham University Business School, UK)
• Jeffrey P. Boichuk(Darden School of Business, USA)
• Bülent Mengüç(Kadir Has University, Turkey)