Impact of celebrity endorsement on attitude towards advertisements and brands - The case of using celebrities as endorsers for shampoo products in Viet Nam
Abstract
The celebrity endorsement concept is often used by marketers to promote their brand and thus increase sales or ultimately increase their brand identity. These celebrities are widely used in various advertisements in the world of media today and most of them are rated positively by viewers.
Because of this mostly positive review, some people are curious about what happens to the other side of the concept that all elements of the world carry. Hence, I decided to conduct the study on the other effects of celebrity endorsement aimed at the correlation between the credibility of the celebrity endorsement and the attitude of the consumer to the advertisement and brand in Vietnam.
Quantitative studies, with a sample size of 320 surveyed, targeted women using hair care products, were used in this study. The results show that celebrity credibility influences customer attitudes towards the brand of hair care as well as advertising.
Although this research has some limitations, it is expected to contribute to the development of knowledge on the use of ambassador applied to the shampoo industry in Vietnam.