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The influence of celebrity endorsement on Vietnamese consumers’ purchase intention: A case of Oppo brand
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School of Business |
Master's thesis
Electronic archive copy is available via Aalto Thesis Database.
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en
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39 + 25
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Abstract
Celebrity endorsement has long been a well-known marketing strategy and is acknowledged as a significant and widespread phenomenon of contemporary marketing that involves persons using their popularity to promote a product and services. Several previous research has shown celebrities with their different attributes can positively impact consumers’ purchase intention. Nevertheless, in recent years, there have been only limited studies in Vietnam examining celebrity endorsement factors that can influence consumers’ purchase intention. To address the gap, this study examines eight factors of celebrity endorsers, including, Attractiveness, Likability, Familiarity, Similarity, Expertise, Trustworthiness, Celebrity-Product/Brand Fit, and Multiple Endorsement on Vietnamese consumers’ purchase intention. These factors are adapted from Source Attractiveness Model, Source Credibility Model, Match-up Hypothesis, and Meaning Transfer Model. The data used in this study is the primary data and is collected through an online structured questionnaire among 100 respondents. Familiarity, Similarity, Expertise, Trustworthiness, and Multiple Endorsement of celebrity endorsers can positively influence consumers’ purchase intention. Through Regression Analysis from SmartPLS,the findings reveal that Familiarity, Similarity, Expertise, Trustworthiness, and Multiple Endorsement of celebrity endorsers. Among these factors, Multiple Endorsement has the highest influential level on consumers’ purchase intention. Surprisingly, the findings reveal Attractiveness of the endorser negatively influences consumers’ purchase intention. Implications for marketers, as well as suggestions for future research, are also discussed.