Melvis Atem, N.; Polyorat, K. 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. pijss 2023, 9, 01-18.