Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

What is it about?

The paper examines the relationships among two distinct yet interconnected forms of value orientations, viz. terminal and instrumental values, brand consciousness and behavioral intentions and empirically validates the conceptual model for branded fashion apparel consumption in an emerging market. The current study is empirically a pioneering attempt to understand the relationships between the value orientation, viz., instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions towards fashion apparels employing Rokeach’s (1973) two-dimensional value dichotomy, which will contribute to the existing body of knowledge in an emerging market context.

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