Using an artificial intelligence approach to investigate the effect of brand consciousness in predicting luxury fashion consumption

Abstract

Today, the consumption of luxury fashion and accessories, including clothes, play an important role in societies, so that we cannot ignore accurate marketing, the lifestyle in many parts of the world has moved in this direction. People tend to consume luxury product under titles such as seeking individuality and improving social rank in society. In Iran, despite of the economic recession, the consumption of luxury fashion has increased in recent years, in this article we investigate the effect of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption in clothing. To complete our research and review the final results of knowing the brand consciousness, we used artificial intelligence and presented a detailed model to check the level of accuracy which we were able to achieve 97% accuracy.