Abstract

Luxury brands are affecting women all around the world and have become a discernible trend. There is substantial growth in research focusing on luxury, which is a reflection of what is seen in the actual market. However it is rare to find a study where there is a comparison between two countries as different as Brazil and the United Arab Emirates. Both countries are becoming well-known for their consumption of luxury. Brazil is still the leader in Latin America, and the United Arab Emirates is attracting an increasing amount of international investment related to luxury brands. The aim of this paper is to investigate and compare young Emirati females and Brazilian young females in relation to their attitudes toward luxury. We used a questionnaire with measures already tested in multiple countries. We find that young Emirati women are in general more disposed toward luxury than Brazilian women.