Impact of celebrity endorsement on attitude towards advertisements and brands - The case of using Korean celebrities as endorsers for cosmetic products in Vietnam

Abstract

Nowadays, as people are paying more time and efforts for their appearance; cosmetic products are now an undeniable need, especially for women. For that reason, cosmetic brands have been applying different methods to foster communication with customers and celebrity endorsement is one of those. This study aims to look into the relationship between the credibility of the celebrity endorser and customer’s attitude towards advertisements and brands in Vietnam. Quantitative research method, with the sample size of 300 female cosmetic users, was applied in this study. The result showed that the credibility of the celebrity does influence customer’s attitude towards the cosmetic brands as well as the advertisements. Even though this study has some limitations, it is expected to contribute constructive information on the use of endorsers to the cosmetic industry in Vietnam.