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

Minh Nguyen and Nguyen Hung Lam

International Journal of Economics and Finance, 2017, vol. 9, issue 1, 64-77

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.

Keywords: celebrity endorsement; customer¡¯s attitude toward brand; purchase intention (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijefaa:v:9:y:2017:i:1:p:64-77

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