SHAPING MILLENNIALS’ ATTITUDES TOWARDS LUXURY BRANDS IN INTERNATIONAL CITIES: THE CASE OF ABU DHABI

Authors

Zeina Mazloum, Beirut Arab UniversityFollow

Author ORCID Identifier

0000-0003-4585-1557

Abstract

This study aims to investigate the impact of two intrinsic motives (perceived self-identity and perceived self- status) and two other extrinsic motives (celebrities and social media presence) on millennials' attitudes towards luxury brands; ultimately reflecting on their buying intention. Illustrated through a conceptual framework model, results reveal that intrinsic motives strongly influence millennials' attitudes while extrinsic motives slightly influence their attitudes towards luxury brands; both resulting in molding millennials' buying intention correspondingly.

Keywords

millennials, motives, attitude, influence, intrinsic, extrinsic, purchase intention

Recommended Citation

Mazloum, Zeina (2023) "SHAPING MILLENNIALS’ ATTITUDES TOWARDS LUXURY BRANDS IN INTERNATIONAL CITIES: THE CASE OF ABU DHABI," BAU Journal - Society, Culture and Human Behavior: Vol. 4: Iss. 2, Article 5.
DOI: https://doi.org/10.54729/2789-8296.1070