Impacts Of Celebrity Endorsement On Brand Trust As A Mediating Factor And On Brand Awareness: Case Of Minh Tu Endorsing Tresemme

Abstract

Focusing on consumer perceptions of the brand through celebrity endorsement in Vietnam, this study utilizes the example of supermodel Minh Tu endorsing the TRESemmé brand. It investigates the influence of celebrity characteristics (Attractiveness, Expertise, Trustworthiness, Similarity) on consumers’ Brand Trust and Brand Awareness. The research involved a questionnaire-based survey of 304 respondents across Vietnam, employing convenience sampling methods. The data collection targeted Vietnamese consumers familiar with TRESemmé products and Minh Tu's endorsement, specifically in Ho Chi Minh City, Vietnam. The study analyzed the collected data using structural equation modeling (SEM). Results indicate that celebrities' Attractiveness, Trustworthiness, and Similarity significantly impact brand trust, which positively impact on brand awareness. The findings offer insights into consumer perceptions of beauty and personal care products, especially brands employing celebrity endorsement in their campaigns. The study provides practical implications for companies seeking to enhance their performance and offers conclusions and recommendations to aid marketing managers in achieving greater effectiveness. As a result, among the three attributes, marketers should focus more on selecting and developing the image of a celebrity who can create a connection with the target audience through their appearance, mindset, or lifestyle.