An investigation into celebrity endoresement's impact on consumer's purchase intention - Case of Biti's hunter : A study in Ho Chi Minh City
Abstract
Celebrity endorsement is no longer an unfamiliar term to the marketing world,
which has been developed throughout the years and become the most standout strategy among the others in the marketing and advertising world. Marketers used this method to enhance a brand‟s appeal, to help the product stand out and get more noticed while shopping due to their improved level of product recall.
With the main aim to examine the relationship between celebrity endorsement and consumers‟ purchase intention, this study used Biti‟s Hunter sneaker lines and their endorser: Son Tung-MTP Singer, as a case study to analyze which factors among celebrity endorsement attracts more to the consumers‟ preference and their intention to purchase the product. More than that, another purpose of this study is to improve the usage of celebrity endorsement in advertising marketing. The framework in this study contains five dimensions of celebrity endorsement (Physical Appearance, Celebrity Expertise, Trustworthiness, Celebrity Likability and Celebrity Congruence) and one dependent variable (Consumers‟ Purchase Intention). Data has been conducted from 238 respondents in the surveys as a quantitative method. On the other hand, in-depth interviews were conducted with the respondent participated in the surveys as a qualitative method. Descriptive statistics, Reliability analysis, EFA, correlation analysis and regression model were used to evaluate the data in this study.
The outcome demonstrated that Physical appearance, Celebrity Likability, Trustworthiness, and Celebrity congruence have a significant impact on the consumers‟ purchase intention. Celebrity Congruence has the most impact on the purchase intention. It is followed by the Celebrity Likability, while Trustworthiness is the least attractive to consumers‟ preference. In the future research, others researcher can continue to conduct this research by adding more factors to the framework that can affect the impact of celebrity endorsement on consumers‟ purchase intention. Additionally, another suggestion is to expand the sample size of the research for more significant results.