Investigating the Impact of Celebrity Endorsement on Customers' Purchase Intention of OPPO Brand in Vietnam

[...]creating innovative and effective marketing strategies has become a constant challenge to firm managers. [...]the response system involves cognition, affect, and behavior. Additionally, few studies have been conducted on the effect of celebrity endorsements on viewer preferences for advertising...

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Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2024-01, Vol.13 (4), p.484-500
Main Authors: Nguyen, Phuong Van, Le, Nga Thuy Thanh, Pham, Trang Ngoc Bao, Nguyen, Vu Van
Format: Article
Language:English
Subjects:
Brand identification
Celebrities
Consumer behavior
Endorsements
Market strategy
Marketing
Product development
Purchase intention
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Summary:[...]creating innovative and effective marketing strategies has become a constant challenge to firm managers. [...]the response system involves cognition, affect, and behavior. Additionally, few studies have been conducted on the effect of celebrity endorsements on viewer preferences for advertising/brand ambassadors and purchase intention in Vietnam. [...]the study aims to contribute to the extant literature by proposing and validating a conceptual framework based on the Match-up theory and the Source credibility model to test the effect of celebrity endorser characteristics, celebrity-brand fit, and attitudes on the intention to purchase OPPO smartphone of Vietnamese customers. [...]even for professional advertisers, the process of finding endorsers with a high degree of consumer familiarity is critical.
ISSN:2414-6722
2304-1013