摘要：The purpose of this study is to verify how celebrity endorsement influences vanity of consumers also considering the materialistic values as mediator. Study was conducted by using survey method. Well-structured questionnaire was used for the collection of data from the sample of 119 respondents. Results show that celebrity endorsement positively influences the vanity and partial mediation was also found. Study was conducted only in two cities Rawalpindi and Islamabad, so the results cannot be applied to generalized contexts. Different constructs can be used in different contexts for further research with greater sample size.
