The investigation of influence in using celebrity endorsement in advertisement on the attitude toward product and the purchase intention of customers in Ho Chi Minh market
Abstract
Celebrity endorsement has been considered to become one of the most
favorite methods of advertisement, which companies used to encourage the
interaction with the customers, promote the sales and increase the market share as
well. In these recent years, the trend in using the image of famous people in food
and beverage industry is becoming especially common in this tough market.
There are some researchers has studied about the effectiveness of celebrity
endorser toward the customer consumption intention. In addition, the influence of
the trustworthiness, expertise and attractiveness of the chosen people who
becomes the celebrity endorser have not been explored yet. For that reason, this
study mainly purpose to figure out the impact of using celebrity endorsement on
TVC advertisement toward consumers’ purchase intention of Vietnam liquid-milk
products by making use a part of Source credibility model (Ohanian, 1990).
That is the reason why, the purpose of this research aims to examine
whether the source credibility of the endorser who appears in the advertising of a
promoted product influences on the purchase intention as well as the attitude
toward products of the customers or not. As a result, these conclusions can be
used as recommendations to enhance the effective using of a celebrity
endorsement.
The influence that endorser credibility dimensions (i.e. attractiveness,
trustworthiness and expertise) have on purchase intentions of 200 consumers has
been defined. The results showed after analyzing the data was that all of the three
credibility dimensions (A, T, EX) belong to celebrity endorser have a positive
relationship with purchase intention (P) factor. This research is also special in a
way that it covers fairly new and rapidly growing Ho Chi Minh market. One more
reason which helps this study unique in Ho Chi Minh, in which the using of
celebrity endorsers are the significant trend among the modern marketing
strategies, is the short of studies that would measure the effectiveness of this
method by the Source Credibility Model.Keywords: celebrity entrepreneur, celebrity endorser, credibility, attitude toward
the advertisement, attitude toward the brand, purchase intention.