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Article Title:
Influence Of Attractiveness Of The Celebrity On Consumer Purchase Intention Of Public University Students
by Professor Kennedy Ntabo Otiso

Abstract:
The study focused on the influence of attractiveness of the celebrity on consumer purchase intention of public university students. All the 57,715 students of the public universities in Western Kenya were targeted, they include: Masinde Muliro University of Science and Technology with a student population of 25,000, Kibabii University with a student population of 11,715, and lastly Maseno University with a population size of 21,000. The study used the sample of 397 students of the three picked public Universities in Western Kenya, purposive sampling was utilized to sample three Ariel merchandisers promoting Ariel detergent in the three major towns in Western Kenya where the universities are located (Kakamega county, Bungoma county and Kisumu county). Data was then gathered through structured questionnaires and interview schedules. The investigation uncovered that attractiveness of the Celebrity has a statistically significant influence on the Consumer Purchase Intention of Public University Students Western, Kenya as per the study. The study concluded that the celebrity endorsement factor- attractiveness of the celebrity had significantly strong positive causal influence on the customer purchase intentions. The study recommends that brands and marketers to have proper consideration of celebrity attributes while selecting celebrity endorsers. Marketers should consider other salient factors involved when using celebrity endorsement as a promotion tool. _____________________________________________________________________________________________ Keywords: Celebrity Attractiveness, Consumer Purchase Intention, Public University Students, Celebrity Endorsement, Western Kenya

Keywords: Celebrity Attractiveness, Consumer Purchase Intention, Public University Students, Celebrity Endorsement, Western Kenya

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