Asian Journal of Scientific Research 1992-1454 2077-2076 Asian Network for Scientific Information 10.3923/ajsr.2018.415.427 Abdurrahaman Daha Tijjani Owusu Acheampong Soladoye Bakare Akeem Kalimuthu K. Ramanathan 3 2018 11 3 Objective: The study aimed to examine the effects of celebrity brand-endorsement (CB-endorsement) on attitude as well as the purchase intention of Generation Y-ers in Nigeria using an adapted model of Ohanian. Materials and Methods: Using the quantitative approach, structural equation modelling engaging SmartPLS 3.2.7 was used to investigate the relationships among the research constructs. A probabilistic random sampling technique (stratified) of 273 millennial students, from six selected federal institutions of higher learning in the Northwest and Southwest region of Nigeria, was used. Results: Results revealed that expertise of a celebrity does not influence Nigeria’s Generation Y-ers intention to purchase the endorsed product. Attractiveness and trustworthiness of a celebrity, on the other hand, influence Generation Y-ers purchase intention. However, attitude does not mediate between the independent variables and the dependent variables. The study utilizes student Generation Y-ers mostly residing in the urban areas. Conclusion: Based on the findings, the researchers recommended to the practitioners alternatives to the practice of CB-endorsement. Future research opportunity and constraints are also outlined.

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