| dc.description.abstract | Nowadays, brand ambassadors have played an extremely important part in
every marketing strategy to ensure the effectiveness and success of the business
outcomes. Besides, the brand image also gradually become an indispensable feature
in every advertising campaign to build a good and kind image of the business in the
market to increase customers' purchase intention. Due to the crucial role of these two
factors in the business result, the research has chosen the topic “The impacts of brand
ambassadors on consumer purchase intentions” with a specific case study of a
Vietnamese apparel brand named Biti’s. Among them, the research decided to inherit
five independent variables of brand ambassadors of Biti's, including credibility,
product match-up, attractiveness, expertise, and meaning transfer, to test the impact
level on consumer purchase intention towards Biti's products with a meditating
impact of the brand image of Biti's. By using the quantitative research method, the
research has collected a total of 202 valid survey responses. Analyzing data through
SPSS, the research results showed that the credibility, the product match-up, the
attractiveness, and the meaning transfer of brand ambassadors of Biti's are confirmed
to have a positive influence on the brand image of Biti's. In addition, the brand image
of Biti's also positively influences consumer purchase intention towards Biti's
products. Finally, the research also suggests that other scientific studies in the future
can continue to implement this research topic and inherit the same research model,
as well as a research hypothesis, to carry out in other provinces in Vietnam to help
Biti's access more potential markets, besides Ho Chi Minh City | en_US |
