THE EFFECTS OF CELEBRITY ENDORSEMENT ON CUSTOMER’S ATTITUDE TOWARD BRAND AND PURCHASE INTENTION – A RESEARCH IN FMCG SECTOR IN HO CHI MINH CITY

Abstract

This study analyzes the impact of celebrity endorsement on customer’s attitudes towards brands and the intention to buy Fast Moving Consumer Goods (FMCG) of customers in HCMC. The results of the reliability evaluation of the measurement scales show that 9 scales are all reliable (Cronbach’s Alpha coefficient greater than 0.7). The results of exploratory factor analysis (EFA) showed that 9 factors were extracted. The results of the confirmatory factor analysis (CFA) show that the measurement scales are all unidirectional, convergent validity, composite reliability and discriminant validity. Test results of the research model based on 311 sample data sets show that all 7 factors of Celebrity Trustworthiness, Expertise, Attractiveness, Similarity, Likeability, Familiarity and Brand/Product Match-up all have positive effects on the attitude of customers for the brand. And customer attitudes towards brands also have a positive effect on buying intent. In addition to the theoretical contributions, the results of this study also have practical significances for businesses in the field of fast-moving consumer goods to understand the impact of Celebrity endorsement on attitudes towards brand and buying intent of customers. So that businesses have a more effective marketing and business plan.