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- Title
SHAPING MILLENNIALS' ATTITUDES TOWARDS LUXURY BRANDS IN INTERNATIONAL CITIES: THE CASE OF ABU DHABI.
- Authors
Mazloum, Zeina
- 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.
- Subjects
ABU Dhabi (United Arab Emirates); MILLENNIALS; EXTRINSIC motivation; GLOBALIZATION; LUXURY; BRAND image
- Publication
BAU Journal - Society, Culture & Human Behavior, 2023, Vol 4, Issue 2, p1
- ISSN
2663-9122
- Publication type
Article
- DOI
10.54729/2789-8296.1070