| dc.description.abstract | Because of its distinctiveness and the celebrity's appeal, celebrity
endorsement has become a popular choice in advertising, with a significant influence
on brand recognition and customer behavior. In Ho Chi Minh City, this study examines
the impact of celebrity endorsement on consumer attitude toward a brand, as well as
the impact of customer perception toward a brand on consumer purchase intention in
cosmetic industry.
In Ho Chi Minh City Vietnam, a survey of 205 people was done for Excel
spreadsheet software is utilized for evaluating, reliability, and validity of the factors, as
well as confirmation, while SPSS is utilized to assess Cronbach's Alpha and EFA of
factor loadings with the aim that the study's findings will give cosmetic businesses a
more in-depth look into celebrity endorsement during the time of the study. In
particular, assisting companies in comprehending the function of celebrities in brand
and product promotion activities, as well as deciding whether or not to utilize celebrities
to send advertising messages to customers in marketing campaigns.
The results of the explanatory factor analysis and multi-variable regression
analysis show that four factors influence customer perceptions of a brand: celebrity
credibility, celebrity attractiveness, celebrity match-up coherence with the product, and
brand meaning transferred by celebrities. | en_US |
