| dc.description.abstract | This study is attempted to identify the major factors of athlete celebrity endorsement that have an impact on customers’ attitude towards the advertisement and attitude towards the brand, in regard to the case of LG OLED TV. In recent years, LG has been investing on branding marketing with the advantage of celebrity endorsement. This study focuses on the endorsement of Quang Hai – a well-known professional footballer in Vietnam and his endorsement of LG OLED TV since 2018. The key statistic approach applied is Quantitative analysis, with statistical tests including reliability analysis, exploratory factor analysis (EFA), correlation analysis and multiple regression analysis. The study is conducted upon a sample size of 347 respondents within the geographic region of Ho Chi Minh City, Vietnam. Findings of the study indicate that the higher levels of celebrities’ relevance, athletic performance, as well as attractiveness, trustworthiness, expertise, and popularity are, the more positive customers’ attitudes become. Finally, the study comes with insight-full recommendations for practitioners on what criteria to consider when choosing an athlete celebrity endorser for their brand.
Keywords: athlete endorser, celebrity endorsement, customers’ attitude towards the advertisement and brand, attractiveness, trustworthiness, expertise, popularity, relevance, athletic performance, quantitative research. | en_US |
