| dc.description.abstract | The research in this paper is about the effect of celebrity endorsement on consumer purchase intention: a case of o’star using Son Tung M-TP. In spite of potential risks when using celebrity in a marketing plan, the method has developed strongly nowadays due to its impressive benefits.
The relation between variables including (1) celebrity attractiveness, (2) celebrity credibility, (3) celebrity congruence, (4) celebrity expertise, (5) celebrity likeability, (6) purchase intention were investigated in the literature review and resuls part. In particular, the thesis identifies Vietnam snack industry as contextualization and point out Vietnamese customers for the reason that there are inadequate studies about celebrity endorsement in Vietnam marketing market.
To begin, the study provides an analysis about general hypothesis by researching many theories of foregoing researchers. In addition, a quantitative method has been used by conducting a survey with 268 participants to measure the relationship between dependent and independent variables.
The findings showed that there is a positive relation between all the independent variables and consumers buying intentions even though some of them were not truly effective. Furthermore, the paper research supports some interesting views by analyzing other results from collected data that have been checked in the conclusion. | en_US |
