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

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