| dc.description.abstract | Among the many marketing strategies, using celebrity endorsement in
advertisements on social media platforms is flourishing considerably in the media era.
The object of this research paper is to determine the impact of celebrity endorsers on
consumers' purchase intention and brand image, as well as the effect of brand image
on buying behavior among Generation Z in Vietnam, regarding the case of Honda
Winner X and Den. This study employs online survey data from 208 people from 14
to 28 years old residing in Ho Chi Minh City, Vietnam. In order to achieve the
purpose of this study, eight research hypotheses were formulated, and the generated
responses were analyzed and tested using correlation and regression analysis with the
aid of SPSS 20. The results from data analysis show that a celebrity's trustworthiness,
attractiveness, respect, and similarity positively impact celebrity endorsement
effectiveness. On the other hand, the influence of expertise on the success of celebrity
endorsement is not validated. This study's findings also suggest a positive influence of
celebrity endorsement on brand image and purchase intention. Therefore, a firm
should select a well-fitted celebrity to endorse its products based on those criteria for
effective brand image communication and potential buying decisions from young
consumers. Finally, this research also discusses various implications and limitations
for further studies. | en_US |
