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

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

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 imitatio...

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Bibliographic Details
Main Author: Ha Minh Tri
Format: Article
Language:English
Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2022-02-01
Series:Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
Subjects:
attractiveness
celebrity endorsement
credibility
expression power
imitation behaviors
product-image match
purchasing intention
peer influence
self-satisfaction
Online Access:https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2165

Internet

https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2165

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