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.