In the fast food industry, a variety of brands compete for consumer preference and loyalty. However, the factors driving the loyalty, especially in an emerging market need examination. This study adapted Şahin, Zehir and Kitapçı’s (2012) repurchase model to examine the consumer-related (brand experience, preference and satisfaction) and brand-related (brand popularity) factors impacting two dimensions of loyalty (attitudinal and behavioural). Data from 717 emerging market consumers using quantitative methods and a non-probability judgmental sampling, revealed through structural equation modelling that brand preference, satisfaction and popularity influenced behavioural loyalty through attitudinal loyalty.

This study reviews two decades of literature on three (i.e., resource, investment and integrative) phases of marketing, identifies the marketing capability gaps from the phases and applies the insights to an emerging market context. The study found that there are unique marketing capability gaps at each of the three marketing phases. While marketing managers try to close the gaps, the fast changing socio-demographic, economic, technological environments, and even the growing power of emerging markets created more gaps. The gaps are wider in emerging markets alongside opportunities these markets provide. The findings and suggested solutions are summarized in a conceptual model.

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.

Unlike slow fashion that takes workers, consumers and environmental welfare into consideration, fast fashion is criticized for neglecting these. This study investigates attitudes and adoption intention of the slow fashion concept among young adults in South Africa, a highly socio-economically unequal emerging market. An extended information adoption model will be adapted and tested through a self-administered survey of 300 respondents. The results will provide marketing professionals, environmental and consumer interest groups and policy makers with valuable insight into barriers and motivators of slow fashion idea adoption among young adults who are a large, influential and profitable consumer segment.

Research findings show that money attitude dimensions variedly affect compulsive buying. We surveyed 750 Generation Y South Africans to examine whether gender and family resources received during childhood is influencing the varied impact of money attitude dimensions on compulsive buying. Depending on whether low or high family resources were received during childhood, we found gender differences and a similarity on how money attitude dimensions affect compulsive buying. In terms of similarity, we found that high provision of both tangible and intangible family resources during childhood promotes the development of budget money attitude, which negatively affects the development of compulsive buying behavior.