| dc.description.abstract | This study sought to investigate the impact of celebrity advertising on consumers'
attention, recall, attitude, and buying behaviour. While USIng both quantitative and
qualitative methods of data collection, the research focused on the readers of Passion
Magazine in salons within Nairobi Central Business District. It was established that
consumers watch, listen and look at advertisements bearing images of celebrities when
they find them familiar and attractive, but only buy the advertised product when the
celebrity earns their trust. Thus, attractive, familiar and trustworthy celebrities are more
persuasrve | en_US |
