{"title":"SHAPING MILLENNIALS’ ATTITUDES TOWARDS LUXURY BRANDS IN INTERNATIONAL CITIES: THE CASE OF ABU DHABI","authors":"Zeina Mazloum","doi":"10.54729/2789-8296.1070","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":143734,"journal":{"name":"BAU Journal - Society, Culture and Human Behavior","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"BAU Journal - Society, Culture and Human Behavior","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.54729/2789-8296.1070","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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Abstract
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.
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