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Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam

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  • Ha Minh Tri

    (School of Business, International University)

Abstract

This study investigates how celebrity characteristics (including credibility, attractiveness, product-image match), personal characteristics (including self - satisfaction and expression power), and social characteristics (including peer influence) influence consumer purchasing behavior via imitation behavior in the case Toyota Vios brand. A questionnaire-based survey of 306 respondents across Vietnam was conducted using convenience and snowball sampling methods. Online and face-to-face interviews were conducted. A structural equation modelling approach was used to analyze the data. The results show that the three celebrity characteristics, personal characteristics, and social characteristics have a significant impact on the consumer’s intention to purchase through imitation behavior. Practical implications were provided to assist companies in improving their performance.

Suggested Citation

  • Ha Minh Tri, 2022. "Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 12(1), pages 92-107.
    • Handle: RePEc:bjw:econen:v:12:y:2022:i:1:p:92-107
    DOI: 10.46223/HCMCOUJS.econ.en.12.1.2165.2022
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