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ABSTRACT
The purpose of this study is to examine customers' perspectives on celebrity endorsement in Vietnam, focusing on Son Tung M-TP's promotion of the OPPO brand. The study evaluated the impact of celebrity endorsements on consumers' responses to advertising, attitudes toward brands, and purchase intentions. The study contributes to the extant literature on consumer behavior by proposing and validating a conceptual framework based on the Match-up theory and the Source credibility model, wherein the significance of celebrity endorser characteristics is emphasized. Data from 272 respondents was collected via questionnaire and then processed using SPSS and AMOS software. The findings reveal that attractiveness, trustworthiness, and celebrity-brand fit are strong predictors of customers' reaction to advertisement. However, there is no evidence of the relationship between celebrity familiarity and customers' reaction to advertisement. Noticeably, the findings indicate that both the customers' reaction to the advertisement and the customer's attitude toward the brand have a positive effect on purchase intention. Based on the results, implications for marketers are discussed, as well as suggestions for future research are offered.
Keywords: Celebrity endorsement, brand attitude, advertising reaction, purchase intention.
Received 14 November 2023 | Revised 18 March 2024 | Accepted 11 April 2024.
1. INTRODUCTION
1.1. Research background
With the growth of the Internet and social media, marketers have access to a variety of communication channels through which marketing campaigns are conducted. In such an open economy, competition among marketing firms is becoming more and more intense. As a result, creating innovative and effective marketing strategies has become a constant challenge to firm managers. Celebrity endorsement is one of the most widely used marketing strategies to promote brands, products, and services (Al Mamun et al., 2023; Osei-Frimpong et al., 2019). It has been recognized as an effective communication tool for its positive impact on consumer attitudes and behavioral intentions for the endorsed product, as well as its influence on consumers' purchase behavior, brand recognition, and brand awareness (Calvo-Porral et al., 2021; Carroll, 2009). A study by Ha & Lam (2016) shows that customers have a favorable view of a certain brand if there is celebrity endorsement involved. Similarly, Song et al. (2008) have found that products and services endorsed by celebrities receive greater attention and differentiate themselves from customers. In...