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Celebrity endorsement is a widely utilised strategic marketing method employed by companies globally. This study examines the influence of sport celebrity endorsement, with particular emphasis on Lionel Messi's effect on the profitability of the brands he represents. Two prominent brands, adidas and Louis Vuitton, both positioned within the top ten most valuable fashion brands in 2024, were selected for analysis. The study utilised secondary data to fulfil its aims. The findings indicate that Lionel Messi has a positive impact on profit generation for endorsed brands, underscoring the effectiveness of integrating high-profile sports celebrities into marketing communication strategies to enhance profitability. Brand managers who have not yet employed sports celebrity endorsements should consider this approach, as it has demonstrated a substantial impact on company profits. This study recognises specific limitations, as is common in research endeavours. Future research should evaluate the influence of local sports celebrities on the profitability of brands they endorse within the community. 

The growth of the economy has occasioned a shift in consumption patterns in the South African luxury markets. This study aims to investigate the purchasing behaviour of emerging market consumers as regards luxury clothing. A survey was conducted and data was collected online from 300 emerging market consumers in SA by means of a survey questionnaire. The results of the study demonstrated that status, quality, and materialism all influence the purchase intention of emerging market consumers as regards luxury clothing. Status had the strongest effect on purchase intention for luxury clothing, followed by quality and materialism. Consumer intention to purchase luxury products was found to influence such consumers’ purchase behaviour. This study is significant for retail stores in South Africa selling luxury clothing, as well as those intending to enter the SA luxury clothing market. The study findings shed light on factors influencing purchase behaviour by emerging market consumers as regards to luxury clothing.

The development of the child consumer market has often been criticised as the commercialisation of childhood. Marketers have been accused of targeting children and grooming them for a lifetime of consumerism. The maelstrom of marketing activities aimed directly at children has led to their being more active than ever in the consumer culture space. An unfortunate consequence of this has been children becoming materialistic because of the commercial pressures of modern childhood. This study sought to determine whether South African tweens are materialistic. Existing studies on child materialism have largely excluded African children, hence the need for the current study. Data were collected through a survey of 192 schoolchildren, aged 10-14 (tween cohort), using an adapted short material values scale (MVS-c). The results of the study revealed that while South African tweens are active in consumer culture, they are largely not materialistic. This research furthers the academic inquiry into children as consumers and active participants within consumer culture. It also addresses the paucity of research on African children within the consumer culture space. The results of the study have implications for marketers with regard to responsible marketing to child consumers, as well as for researchers with regard to acknowledging African children as a non-negotiable part of the study of consumption. The study also provides recommendations for further research on child consumers.