Main Article Content
The purpose of this study is to investigate the factors of brand ambassador that influence the intention to purchase product among customers in Ho Chi Minh City. The research sample includes 210 responses of the participants aged 16 years old and above in Ho Chi Minh City. The survey was conducted via an online questionnaire. Data was analysied by SPSS 20 statistical software. The authors conduct linear regression analysis with purchase intention as the dependent variable and 6 independent variables including: attractiveness, trustworthiness, expertise, familarity, celebrity match-up congruence with the brand/product, negative publicity.