Open AccessCelebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam
Author(s) -
Ha Minh Tri
Publication year - 2022
Publication title -
ho chi minh city open university journal of science- economics and business administration
Language(s) - English
Resource type - Journals
ISSN - 2734-9586
DOI - 10.46223/hcmcoujs.econ.en.12.1.2165.2022
Subject(s) - snowball sampling , attractiveness , imitation , advertising , psychology , credibility , purchasing , structural equation modeling , product (mathematics) , marketing , social psychology , business , computer science , political science , medicine , geometry , mathematics , pathology , machine learning , psychoanalysis , law
This study investigates how celebrity characteristics (including credibility, attractiveness, product-image match), personal characteristics (including self - satisfaction and expression power), and social characteristics (including peer influence) influence consumer purchasing behavior via imitation behavior in the case Toyota Vios brand. A questionnaire-based survey of 306 respondents across Vietnam was conducted using convenience and snowball sampling methods. Online and face-to-face interviews were conducted. A structural equation modelling approach was used to analyze the data. The results show that the three celebrity characteristics, personal characteristics, and social characteristics have a significant impact on the consumer’s intention to purchase through imitation behavior. Practical implications were provided to assist companies in improving their performance.