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Celebrity Endorsement Impacting Purchase Intention: The Role of Brand Attitude and Celebrity Homophily

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Proceedings of the 4th International Conference on Research in Management and Technovation (ICRMAT 2023)

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Abstract

This study aims to investigate the impact of celebrity endorsement in consumers’ purchase intention for a new product: the case of Saigon Chill beer launched by Saigon Beverage in Vietnam. The study employed a mixed methods approach comprising qualitative and quantitative phases to develop and test the research model. In the qualitative phase, group interviews were conducted to identify key themes surrounding the topic. In the quantitative phase, data were collected through an online survey with 27 observed variables based on the key themes identified. It received 200 responses, with 44% males and 56% females. Statistical tests such as descriptive statistics, correlations, and multiple regression were conducted using SPSS and SEM. The findings indicate that three traits of celebrity endorsement including attractiveness, expertise, trustworthiness; brand attitude; and purchase intention are closely related. However, only the attractiveness of celebrity has a significant impact on customers’ attitude toward Saigon Chill. Additionally, certain demographic factors impact the effect of celebrity endorsement. Based on these findings, beer managers can consider using celebrity marketing as a tactic to endorse their new product to customers. In all, this study provides insights into the effectiveness of celebrity endorsement in promoting a new beer product.

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Author information

Authors and Affiliations

  1. Ho Chi Minh City Open University, 97 Vo Van Tan, District 3, Ho Chi Minh City, Vietnam

    Nguyen Hoang Sinh

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  1. Nguyen Hoang Sinh
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Correspondence to Nguyen Hoang Sinh .

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Editors and Affiliations

  1. Centre for Post-Graduate Studies, Hanoi University of Industry, Hanoi, Vietnam

    Thi Hong Nga Nguyen

  2. Gillings School of Global Public Health, University of North Carolina at Chapel, Chapel HIll, NC, USA

    Darrell Norman Burrell

  3. Department of Computer Science and Engineering, CMR Institute of Technology, Hyderabad, Telangana, India

    Vijender Kumar Solanki

  4. Accounting and Auditing Faculty, Academy of Finance, Hanoi, Vietnam

    Ngoc Anh Mai

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Sinh, N.H. (2024). Celebrity Endorsement Impacting Purchase Intention: The Role of Brand Attitude and Celebrity Homophily. In: Nguyen, T.H.N., Burrell, D.N., Solanki, V.K., Mai, N.A. (eds) Proceedings of the 4th International Conference on Research in Management and Technovation. ICRMAT 2023. Springer, Singapore. https://doi.org/10.1007/978-981-99-8472-5_15

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