The Influence of Celebrity Endorsement on Young Vietnamese Consumers’ Purchasing Intention

• 발행기관: 한국유통과학회
• 저자명: Nhu-Ty NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.1, 951~960쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.01.30

영문 초록

The paper aims to explain the influence of celebrity endorser on consumers’ purchase intention, and explain the influence of brand perception on purchase decision in regard to the case of OPPO F-series and singer Son Tung MTP, in the Vietnamese context. Advertisement is regarded as the fastest and most effective communication method for brands to build an association and attract their target consumers. Among various types of communication tools, the use of celebrity endorsement is considerably growing owing to the explosion of social platforms. This study employs survey data from 258 people living and working in Ho Chi Minh City, Vietnam. Then, those data were used to analyze the general hypotheses by conducting research reviews based on foregoing investigations. The results from data analysis reveal that celebrity’s physical attractiveness, credibility, popularity, expertise, match-up, and multiple endorsements all have positive impacts on purchase intention. The findings from this study would suggest that brands, in general, and smart-phone brands, in particular, should not only focus on these attributes to select a suitable brand endorser, but also need to predict some potential risks when utilizing celebrity endorsement. Finally, various implications and recommendations for further studies and marketers are also discussed.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results and Discussion

5. Discussion and Conclusions

References

키워드

Celebrity Endorsement Brand Perception Purchase Intention Multiple Endorsements