| dc.description.abstract | Celebrity image is utilized to advertise for a particular product for decades. There have been many studiers with various perspectives for the effectiveness of this kind of marketing activity, with many different outcomes. Soft drink industry has developed and became more and more competitive. Vietnam has been considered an ideal region for foreign investment of global soft drink corporations. With very little difference in terms of quality and price for primary soft drink products, firms choose to differ their products from the others by focus on doing marketing activities, specifically applying celebrity endorsements. This study aims to evaluate how attributes of celebrity endorsement affect Vietnamese consumers’ purchase intention. Four attributes mentioned, at the same time are four independent factors, including: Credibility, Attractiveness, Product/Celebrity Match, and Meaning Transferred will be used as measurements for consumers’ intention to purchase. Literature from previous research will be reviewed as foundation to support this research. Quantitative method based on the collection of 300 pieces of primary data from people in Hochiminh City will be applied as main research method. The data will be analyzed through descriptive test, reliability test, exploratory factor test, and correlation and regression test, step by step. After that, recommendations will be given for the contribution to soft drink firms in Vietnam.
Keywords: Celebrity Endorsement, Purchase Intention, Soft Drinks, Credibility, Attractiveness, Product/Celebrity Match, Meaning Transferred | en_US |
