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Shaping Millennials’ Attitudes Towards Luxury Brands In International Cities: The Case Of Abu Dhabi, Zeina Mazloum
Shaping Millennials’ Attitudes Towards Luxury Brands In International Cities: The Case Of Abu Dhabi, Zeina Mazloum
BAU Journal - Society, Culture and Human Behavior
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.