Abstract

Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity’s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customer’s attitude toward brand as well as the effect of customer’s attitude toward brand on customer’s purchase intention in Vietnam. A survey was conducted with 306 individuals in Vietnam. After conducting the explanatory factor analysis (EFA), and multi-variable regression analysis, results indicate that customer’s attitude toward brand is positively affected by 03 factors: celebrity match-up congruence with the brand/product, celebrity trustworthiness, and celebrity expertise. Attitude toward brand also has a positive impact on customer’s purchase intention.

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