| dc.description.abstract | Nowadays, the majority of business firms use celebrity endorsement in advertising to publicize their products to the target markets, because this is one of the most popular marketing strategies which can motivate consumers to pay attention to the advertisement and the product. However, using celebrity endorsement can sometimes lead to negative effects on the firm‟s image and reputation. Therefore, measuring the effectiveness of celebrity endorsement in advertising is an interesting topic of most marketers in different industries.
Besides, among the consumer response models, which provide a deep understanding of the effects of communications to achieve marketing goals, Amos, Holmes and Strutton (2008) model is one of the used models to explore the relationship between celebrity endorser effects and advertising effectiveness. The seven determinants used in this study such as celebrity attractiveness, celebrity trustworthiness, celebrity performance, celebrity expertise, celebrity familiarity, celebrity likeability, and celebrity/ product fit.
Many previous researches, which are published up to date, the celebrity endorsement and advertising effectiveness only focus on the US market. Therefore, the main concern of this study is the effectiveness of celebrity endorsement in advertising in Vietnam market. This thesis is conducted to explain the effectiveness of celebrity endorsement in advertising through the case study of Pepsi Vietnam and young consumers. To be more specific, this case places emphasis on My Tam singer - the brand ambassador of Pepsi for many years.
After three months on research, the result of this study has turned out that the attractiveness, expertise, familiarity and celebrity-product fit & likability of My Tam singer as endorser have a strong influence on viewers‟ predilection of Pepsi‟s advertisements (towards soft-drink product). This means these advertisements of Pepsi Vietnam are sufficiently effective but still have some drawbacks. The findings of this thesis are mostly based on statistical evidences. Finally, the researcher will suggest some solutions to Vietnamese businesses in general and to Pepsi Company in particular about how to use the celebrity endorsement in advertising effectively. | en_US |
