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...
Main Author: | |
---|---|
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: | |
Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2165 |
_version_ | 1819277482016112640 |
---|---|
author | Ha Minh Tri |
author_facet | Ha Minh Tri |
author_sort | Ha Minh Tri |
collection | DOAJ |
description | 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. |
first_indexed | 2024-12-23T23:56:48Z |
format | Article |
id | doaj.art-29f4cc88ca4644dcb4ed1f1c164224fc |
institution | Directory Open Access Journal |
issn | 2734-9314 2734-9586 |
language | English |
last_indexed | 2024-12-23T23:56:48Z |
publishDate | 2022-02-01 |
publisher | HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE |
record_format | Article |
series | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
spelling | doaj.art-29f4cc88ca4644dcb4ed1f1c164224fc2022-12-21T17:25:14ZengHO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCEHo Chi Minh City Open University Journal of Science - Economics and Business Administration2734-93142734-95862022-02-011219210710.46223/HCMCOUJS.econ.en.12.1.2165.20221651Celebrity endorsement and purchase intention: The case of Toyota Vios in VietnamHa Minh Tri0School of Business, International University - Vietnam National University - HCMCThis 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.https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2165attractivenesscelebrity endorsementcredibilityexpression powerimitation behaviorsproduct-image matchpurchasing intentionpeer influenceself-satisfaction |
spellingShingle | Ha Minh Tri 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 attractiveness celebrity endorsement credibility expression power imitation behaviors product-image match purchasing intention peer influence self-satisfaction |
title | Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam |
title_full | Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam |
title_fullStr | Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam |
title_full_unstemmed | Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam |
title_short | Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam |
title_sort | celebrity endorsement and purchase intention the case of toyota vios in vietnam |
topic | attractiveness celebrity endorsement credibility expression power imitation behaviors product-image match purchasing intention peer influence self-satisfaction |
url | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2165 |
work_keys_str_mv | AT haminhtri celebrityendorsementandpurchaseintentionthecaseoftoyotaviosinvietnam |