Melvis Atem, N. and Polyorat, K. 2023. GENERATION XYZ’s BRAND ATTITUDE AND PURCHASE INTENTION IN RESPONSE TO INTERNATIONAL FASHION BRANDS: UDONTHANI, THAILAND: Received: 6th March 2023; Revised: 9th May 2023, 20th June 2023; Accepted: 23rd June 2023. PEOPLE: International Journal of Social Sciences. 9, 2 (Jul. 2023), 01–18. DOI:https://doi.org/10.20319/pijss.2023.91.0118.