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