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dc.contributor.authorPham, Bich Uyen-
dc.contributor.authorNguyen, Van Phuong-
dc.contributor.authorBui Doan, Danh Thao-
dc.contributor.authorRohay Ni, Sity-
dc.date.accessioned2017-08-07T03:48:50Z-
dc.date.available2017-08-07T03:48:50Z-
dc.date.issued2017-
dc.identifier.issn2588-1108-
dc.identifier.urihttp://repository.vnu.edu.vn/handle/VNU_123/55559-
dc.descriptionp. 87-100en_US
dc.description.abstractThis study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. We found some interesting results: attractiveness, expertise, familiarity, performance, likeability, and celebrity/product fit have a statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference for advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discusseden_US
dc.language.isoenen_US
dc.publisherH. : ĐHQGHNen_US
dc.relation.ispartofseriesVol. 33;No. 2 (2017)-
dc.subjectCelebrity endorsement, advertising, purchase intention, OPPOen_US
dc.titleCelebrity Endorsement as the Drivers of an Advertising Strategy: The Case of Toc Tien Endorsing OPPOen_US
dc.typeArticleen_US
Appears in Collections:Economics and Business


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  • Full metadata record
    DC FieldValueLanguage
    dc.contributor.authorPham, Bich Uyen-
    dc.contributor.authorNguyen, Van Phuong-
    dc.contributor.authorBui Doan, Danh Thao-
    dc.contributor.authorRohay Ni, Sity-
    dc.date.accessioned2017-08-07T03:48:50Z-
    dc.date.available2017-08-07T03:48:50Z-
    dc.date.issued2017-
    dc.identifier.issn2588-1108-
    dc.identifier.urihttp://repository.vnu.edu.vn/handle/VNU_123/55559-
    dc.descriptionp. 87-100en_US
    dc.description.abstractThis study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. We found some interesting results: attractiveness, expertise, familiarity, performance, likeability, and celebrity/product fit have a statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference for advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discusseden_US
    dc.language.isoenen_US
    dc.publisherH. : ĐHQGHNen_US
    dc.relation.ispartofseriesVol. 33;No. 2 (2017)-
    dc.subjectCelebrity endorsement, advertising, purchase intention, OPPOen_US
    dc.titleCelebrity Endorsement as the Drivers of an Advertising Strategy: The Case of Toc Tien Endorsing OPPOen_US
    dc.typeArticleen_US
    Appears in Collections:Economics and Business


  • Celebrity Endorsement as Drivers of Advertising Strategy....
    • Size : 272,33 kB

    • Format : Adobe PDF

    • View : 
    • Download :