IJSRP, Volume 9, Issue 10, October 2019 Edition [ISSN 2250-3153]
Ian Maingi, Prof. Hellen Mberia
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).