A research about the effects of celebrity endorsement on spectators' favoritism for the advertising - A study of Dong Nhi singer in endorsement for Samsung mobile VietNam
Abstract
Many companies conduct celebrity endorsement in advertising to the target customers to promulgate their products. This is the most popular marketing campaign that can persuade consumers to pay consideration to their product and their brand. However, it still has negative effect on company’s reputation and image. Therefore, it is necessary to measure the efficiency of the advertising strategy that using the celebrities to promote their products.
This research applies the model of Amos, Holmes and Strutton (2008). It is a good model to explore the relationship between advertising effectiveness and celebrity endorsement. There are seven variables in this research: celebrity performance, celebrity attractiveness, celebrity expertise, celebrity trustworthiness, celebrity likeability, celebrity familiarity, and celebrity/ product fit.
The main purpose of this research is the effectiveness of celebrity endorsement in advertising in Vietnam market, especially in mobile product. The researchers want to find out, or explore the degree of influences that celebrity, as an endorser, can take into effects on consumer’s perception through the case study of Samsung Mobile Vietnam when use Dong Nhi singer as an endorser.
After three months researching, the result shows that the attractiveness, expertise, celebrity-product fit & likability of Dong Nhi have a strong impact on spectators’ favoritism of Samsung’s advertisements. However, the result of this research are mostly relied on statistical evidences.
In conclusion, the researcher recommends some solutions for Samsung Mobile Vietnam and Vietnamese businesses in general on how to apply effectively the endorsement of celebrity in advertising.