International Journal of Scientific and Research Publications

IJSRP, Volume 9, Issue 10, October 2019 Edition [ISSN 2250-3153]


Celebrity Attractiveness in Advertising for University Students’ Preference of Cosmetic Products in Nairobi County, Kenya
      Ian Maingi, Prof. Hellen Mberia
Abstract: Celebrities used to endorse products in advertising are expected to be attractive. Their familiarity, likability and similarity help them convince consumers to prefer the products they endorse. This is achieved when meaning is transferred from the celebrity to the product and finally to the consumer. Therefore, organizations prefer celebrities who are attractive for product endorsement to enable positive image transference to their products, consumed especially by the youth who like cosmetics that are edgy (make-up).

Reference this Research Paper (copy & paste below code):

Ian Maingi, Prof. Hellen Mberia (2019); Celebrity Attractiveness in Advertising for University Students’ Preference of Cosmetic Products in Nairobi County, Kenya; International Journal of Scientific and Research Publications (IJSRP) 9(10) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.9.10.2019.p9433
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