Consumer’s perceptions towards celebrity endorsement

Abstract

With the development of many modern marketing forms, the use of brand endorsement as a new marketing method has gradually become familiar to Vietnamese consumers. This paper explores the perceptions of Vietnamese consumers towards celebrity endorsement in terms of credibility, expertise, and attraction. The results show that celebrities’ expertise has the strongest impact on buying behavior, followed by credibility and attraction. This study also proposes some solutions for enterprises to increase the effectiveness of celebrity endorsement, positively impacting on consumers purchase.