The Effect of Consumer Values, Brand Consciousness, and Behavioral Intentions on Luxury Fashion Apparel Consumption

This study aimed to investigate the effect of values, brand consciousness, and behavioral intentions of consumers on their consumption of luxury fashion apparel. The study was an applied research in terms of purpose, a survey in terms of data collection method, and a correlational research in terms of how it examined the effect of variables on each other. A total of 285 respondents were chosen by randomized sampling from the population of female customers (>20 years of age) of luxury fashion apparel stores in Tehran. The data collection tools were the instrumental/terminal values questionnaire of Kautish and Sharma (2018), the brand consciousness questionnaire of Nelson and McLeod (2005), and the behavioral intentions questionnaire of Kim and Kim (2004). The validity and reliability of the questionnaires were checked and verified by face and construct validity assessment and Cronbach’s alpha and Composite Reliability calculation. The data collected from the administered questionnaires were analyzed by descriptive and inferential statistics methods and Structural Equation Modeling (SEM) with the help of SPSS22 and SmartPLS2.0. The results showed the direct positive effect of Terminal Values on Brand Consciousness, the direct positive effect of both Terminal Values and Instrumental Values on Behavioral Intentions, and the direct positive effect of Brand Consciousness on Behavioral Intentions. Terminal Values were also found to have an indirect positive effect on Behavioral Intentions with the mediation of Brand Consciousness. However, Brand Consciousness was influenced neither directly nor indirectly by Instrumental Values. The findings can give luxury fashion apparel marketers better insights into how instrumental and terminal values contribute to brand consciousness and behavioral intentions of their potential customers and help them develop better marketing strategies for these products