Celebrity endorsement and advertising effectiveness - The case study of Oppo VietNam

Abstract

Throughout the years, along with the growth of celebrity endorsement in marketing strategy, various studies have been made in order to find the effect of celebrity endorsement on advertising effectiveness. However, despite having many paper from different places of the world, none paper studies about Vietnam has been conducted. Based on literature of previous studies in terms of celebrity endorsement, this present paper uses Ohanian (1990) three-dimensional construct of celebrity endorser credibility (attractiveness, trustworthiness, and expertise) to test celebrity credibility on attitude toward the ad, attitude toward the brand, and purchase intention. A questionnaire was built using Oppo as the brand featuring Son Tung M-TP as an endorser and filled out by 410 respondents. The factor construct was tested using exploratory factor analysis, and the data was analyzed using structural equation modeling. Findings reveal that Vietnamese consumers do not differentiate between trustworthiness and expertise which means they only consider attractiveness and expertise as dimensions for a credible celebrity endorser. In addition, expertise is seen as more crucial than attractiveness for credibility. Lastly, results proved that there is positive impact from celebrity endorser credibility to attitude toward the ad, attitude toward the brand, and purchase intention.