Phuong Nguyen Van

Main Article Content

Abstract

This study focuses on the consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorses OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference towards the advertising and purchase intention by using the structural equation method with the sample size of 304 respondents. We found out some interesting results that attractiveness, expertise, familiarity, performance, likeability, and celebrity/ product fit are statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference towards the advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discussed.