Impact Of Idol Endorement On Customer Imitation Behavior As Mediating Variable And Online Purchase Intention Of Gen Z Customers Towards Fashion In Vietnam: The Case Of Jennie Blackpink As Brand Ambassador Of Calvin Klein

Abstract

This study concentrates on examining the perspective to which extent that idol characteristics, personality traits and expertise can significantly generate the imitation behavior, leading to the intention of online purchasing action after that of Generation Z audience. The case of BLACKPINK - Jennie as the brand ambassador of Calvin Klein, is defined as one of the rapid growing of chasing trend by imitating the K-pop idol. By exploiting the three typical factors of an idol such as characteristics, personality, and expertise in filed, the study intent to measure and examine the online context. Quantitative method will be used to conduct on (NUMBER) respondents to qualify the data after that. In order to evaluate the value and meaning of the conceptual model and it’s fit towards the framework, this study will apply the Structural Equation Modelling as known as SEM approach. The previous empirical result has illustrated the celebrity endorsement factors could lead to imitation behavior. On the one hand, this study will support that finding by measuring more applicable perspectives related to celebrity characteristic relating to the credibility and attractiveness, personal characteristics including self-satisfaction and expression of power; and the expertise components of celebrity such as expert, experience, knowledgeable, qualification and skills. A proposed model will be built by adapting from the conceptual framework of Awashi and Choraria (2015) researches. Nevertheless, some limitations are remained due to the shortage of research time and research sample. Finally, the study is expected to reveal the main factors contributing to the imitation behavior of Generation Z consumers and indirectly leading to the online purchasing intention from the case of Calvin Klein context. Besides, the study will also provide the recommendations which would be supportive and helpful to completely increase the endorsed characteristics of an idol and raise the trustworthy from consumers on endorsed products and brands.