Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam

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 imitatio...

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Bibliographic Details
Published inHo Chi Minh City Open University Journal of Science - Economics and Business Administration Vol. 12; no. 1; pp. 92 - 107
Main Author Tri, Ha Minh
Format Journal Article
LanguageEnglish
Published HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 22.02.2022
Subjects
attractiveness
celebrity endorsement
credibility
expression power
imitation behaviors
peer influence
product-image match
purchasing intention
self-satisfaction
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Summary: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.
ISSN:2734-9314
2734-9586
DOI:10.46223/HCMCOUJS.econ.en.12.1.2165.2022