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.

ABSTRACT
 Introduction
 Theoretical Development
 Research Methods
 Results and Conclusion
 Reference

• Helen Duh Inseng(University of Witwatersrand, South Africa)
• Banqobile Tshabalala(University of Witwatersrand, South Africa)