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

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  • Nguyen Minh Ha
  • Nguyen Hung Lam

Abstract

Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity¡¯s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customer¡¯s attitude toward brand as well as the effect of customer¡¯s attitude toward brand on customer¡¯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 customer¡¯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 customer¡¯s purchase intention.

Suggested Citation

  • Nguyen Minh Ha & Nguyen Hung Lam, 2017. "The Effects of Celebrity Endorsement on Customer¡¯s Attitude toward Brand and Purchase Intention," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(1), pages 64-77, January.
    • Handle: RePEc:ibn:ijefaa:v:9:y:2017:i:1:p:64-77
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    Citations

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    Cited by:

    1. Moldovan Răzvan A. & Ciornea Raluca, 2019. "The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.
    2. Santi Duwi Putri Nugroho & Mintarti Rahayu & Raditha Dwi Vata Hapsari, 2022. "The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation:Study on consumers of Korea cosmetic product," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 18-32, July.
    3. Yun, Jeewoo & Lee, Don & Cottingham, Michael & Hyun, Hyowon, 2023. "New generation commerce: The rise of live commerce (L-commerce)," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Song, Chuling & Liu, Yu-li, 2021. "The effect of live-streaming shopping on the consumer's perceived risk and purchase intention in China," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238054, International Telecommunications Society (ITS).
    5. Pham Minh & Dang Thao Yen & Ngo Thi Huong Quynh & Hoang Thi Hong Yen & Tran Thi Thanh Nga & Nguyen Van Quoc, 2021. "Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(2), pages 81-96.

    More about this item

    Keywords

    celebrity endorsement; customer¡¯s attitude toward brand; purchase intention;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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