| dc.description.abstract | This research was conducted from March 5th to April 15th, 2016 in Ho Chi Minh
City with 304 qualified respondents through online surveys and handout surveys. The
objectives of this study are to examine the impact of celebrity endorsement on viewers’
preference towards the advertising, and the relationship between viewers’ preference
towards the advertising and purchase intention.
Quantitative method is applied to test the theoretical concept framework. The data
are analyzed by SPSS and AMOS software. After running Structural Equation Modeling
(SEM), the result displays that there are six attributes of the celebrity endorser affecting
the viewers’ preference towards the advertising including attractiveness, expertise,
familiarity, performance, likeability, and celebrity/ product fit. It also proves the
influence of viewers’ preference towards the advertising on purchase intention. Future
research is suggested to do a profound investigation on how celebrity endorsement
strategy impacts the brand values. | en_US |
