KOREASCHOLAR

ASPECTS OF CELEBRITY ENDORSEMENTS AND BRAND VALUES INFLUENCING YOUNG ADULTS’ ATTITUDE AND PURCHASE INTENTION OF COSMETICS BRANDS IN SOUTH AFRICA

Helen Duh Inseng, Banqobile Tshabalala
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372675
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.777-779
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study employed the social comparison theory, brand signally theory and the theory of planned behaviour (TPB) to examine the extent to which attributes of a celebrity endorsing a brand and brand values impact on young adults’ cosmetics brand attitude and purchase intention. Data was collected from 301 young adult South Africans. Structural equation modelling results revealed that cosmetics brand attitude was influenced by celebrity attractiveness, credibility, celebrity product expertise and the symbolic brand value enjoyed from the brand. The brand attitude in turn predicted purchase intention.

Keyword
celebrity attractivenesscelebrity credibilitycelebrity product expertisebrand valuesbrand attitudepurchase intention
Table Content
ABSTRACT
 Introduction
 Theoretical Development
 Research Methods
 Results and Conclusion
 Reference
Author
  • Helen Duh Inseng(University of Witwatersrand, South Africa)
  • Banqobile Tshabalala(University of Witwatersrand, South Africa)