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 … luxury fashion apparel stores in Tehran. The data collection tools were the instrumental/terminal values questionnaire of …

This study aimed to explore the role of customers' values, brand consciousness, and behavioral intentions in the demand … of Kautish and Sharma (2018), the brand consciousness questionnaire of Nelson and McLeod (2005), and the behavioral … have a positive effect on their Brand Consciousness in regard to luxury fashion clothing. Also, customers’ Terminal Values …