The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention

By Nguyen Minh Ha, N.H. Lam. 2016

105 citations recorded by the source corpus.

Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrityi¯s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customeri¯s attitude toward brand as well as the effect of customeri¯s attitude toward brand on customeri¯s purchase intention in Vietnam. A survey was conducted with 306 individuals in Vietnam. After conducting the explanatory factor analysis (EFA), and multi-variable regression analysis, results indicate that customeri¯s attitude toward brand is positively affected by 03 factors: celebrity match-up congruence with the brand/product, celebrity trustworthiness, and celebrity expertise. Attitude toward brand also has a positive impact on customeri¯s purchase intention.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/284393cb114e5cb528977d4e72a15caca6a8ea19