Influence of celebrity endorsement on customer purchase intention - A case study of Biti's Hunter
Abstract
This study is attempted to identify the major factors of celebrity influencing on
the purchase intention of customers who are living in Ho Chi Minh City (HCMC) in
regard to the case of Biti’s Hunter. In recent years, the brand Biti’s has introduced a
new product line which was Biti’s Hunter and invested huge amount of capital on
inviting celebrities or influencers to promote it. This study specifically focuses on the
endorsement of Son Tung MTP in order to investigate the buying decision of
customers toward Biti’s Hunter. Quantitative approach is the key method used, with
statistical techniques applied, including exploratory factor analysis and multiple
regression analysis. The unit of analysis is at individual level with the sample size of
349 respondents. The findings of this research indicates that the higher levels of
celebrities’ attractiveness, trustworthiness, expertise and viewers’ attitude toward
advertisement are positively associated with the higher level of purchase intention.
Additionally, by investigating on the relationship between consumer purchase
intention and antecedent factors such as attractiveness, trustworthiness and expertise, the results of this study generates an insight for how to choose a celebrity that
influence consumer purchase intention in an effective way.
Keywords: celebrity, endorsement, purchase intention, attractiveness,
trustworthiness, expertise, quantitative research, attitude toward advertising.