tailieunhanh - Celebrity Endorsement as the Drivers of an Advertising Strategy: The Case of Toc Tien Endorsing OPPO

This study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. | VNU Journal of Science: Economics and Business, Vol. 33, No. 2 (2017) 87-100 Celebrity Endorsement as the Drivers of an Advertising Strategy: The Case of Toc Tien Endorsing OPPO Pham Bich Uyen, Nguyen Van Phuong*, Bui Doan Danh Thao, Sity Rohay Ni The School of Business Administration, International University, VNU-HCMC, Quarter 6, Linh Trung Ward, Thu Duc Dist., Ho Chi Minh City, Vietnam Received 14 April 2017 Revised 13 June 2017, Accepted 26 June 2017 Abstract: This study focuses on consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorsing OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference for advertising and purchase intention by using the structural equation method with a sample size of 304 respondents. We found some interesting results: attractiveness, expertise, familiarity, performance, likeability, and celebrity/product fit have a statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference for advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discussed. Keywords: Celebrity endorsement, advertising, purchase intention, OPPO. 1. Introduction* advertisements, thus generating the purchase behaviour of customers. Therefore, like many other manufacturers, OPPO, a mid-range segment Chinese electronics and smart phone manufacturer also selects wellknown celebrities to represent the brand. Entering the Vietnamese market in 2013, OPPO soon became a phenomenon that has been rated quite well by retailers over the past few years considering their effective marketing programs and long-term investment. In terms of promotion, instead of reaching customers through technology channels, the company selected the channel of entertainment from the first stage .