The Impacts of Celebrity Endorsement on Brand Perception and Purchase Intention in Vietnam (A Case Study about Ha Anh Tuan endorsing the TIKI brand)
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | brand awareness brand image Brand Perception Celebrity Endorsement Purchase Intention |
| Online Access: | http://dolgozattar.uni-bge.hu/40211 |
| Kivonat: | Despite the risks associated with using celebrities in a marketing strategy, the method has grown in popularity due to its numerous advantages. This research paper focuses on the criterion that can have effect on the consumer’s perception towards brand image and purchase intention of celebrity endorsement. In this particular study, the case of Ha Anh Tuan endorsing TIKI will be taken in place to be analyzed and examined. Despite the risks associated with using celebrities in a marketing strategy, the method has grown in popularity in recent years due to its numerous advantages. In the literature review and results section, the correlation between variables such as (1) physical attractiveness, (2) celebrity popularity, (3) celebrity credibility, (4) celebrity expertise, (5) match-up relevance, (6) multiple endorsement, (7) brand perception, and (8) purchase intentions were investigated. As there are very few studies on celebrity endorsement in the Vietnam marketing market, the thesis identifies the Vietnam industry as contextualization and highlights Vietnamese customers' intentions and behavior. |
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