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

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.