Record Details

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

VNU Journal of Science: Economics and Business

View Archive Info
 
 
Field Value
 
Title Celebrity Endorsement as the Drivers of an Advertising Strategy: The Case of Toc Tien Endorsing OPPO
—
 
Creator Nguyen Van, Phuong
 
Description 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
References
[1] Erdogan, B. Z., Celebrity endorsement: A literature review. Journal of marketing management, 15 (1999) 4, 291-314.[2] Brown, Zoe, and Marika Tiggemann, "Attractive celebrity and peer images on Instagram: Effect on women's mood and body image." Body image 19 (2016): 37-43.[3] Saaksjarvi, M., Hellen, K., & Balabanis, G. (2016) "Sometimes a celebrity holding a negative public image is the best product endorser", European Journal of Marketing, Vol. 50 Issue: 3/4, pp.421-441.[4] Belch, G., & Belch, M. (1995). Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, 3rd ed. Chicago: Richard D. Irwin.[5] Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), 23-34.[6] Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71.[7] McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.[8] Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146-158.[9] Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.[10] Tom, G., Clark, R., Elmer, L., Grech, E., Masetti Jr, J., & Sandhar, H. (1992). The use of created versus celebrity spokespersons in advertisements. Journal of Consumer Marketing, 9(4), 45-51.[11] O'Mahony, S., & Meenaghan, T. (1997). The impact of celebrity endorsements on consumers. Irish Marketing Review, 10(2), 15.[12] McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of retailing and consumer services, 32, 39-45.[13] Chan, K., Leung Ng, Y., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179.[14] Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.[15] Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473.[16] McGuire, W. (1985). Attitudes and Attitude Change: Handbook of Social Psychology, Vol. 2, L Gardner and A Elliot.[17] Pornpitakpan, C. (2003). Validation of the celebrity endorsers’ credibility scale: Evidence from Asians. Journal of Marketing Management, 19(1-2), 179-195.[18] Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.[19] Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.[20] Dholakia, R. R., & Sternthal, B. (1977). Highly credible sources: persuasive facilitators or persuasive liabilities? Journal of Consumer Research, 3(4), 223-232.[21] Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research, 31(1).[22] Solomon, M. R. (1995). Consumer Behavior. 3rd. Prentice-Hall International, Inc.[23] Braunsberger, K. (1996). The effects of source and product characteristics on persuasion. PhD dissertation, University of Texas at Arlington.[24] Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. Harcourt Brace College Publishers.[25] Aaker, D. A. & Myers, J. G. (1987). Advertising Management. 3rd. Prentice-Hall International, Inc.[26] Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research,11(4), 954-961.[27] Fleck, N., Korchia, M. and Roy, I.L. (2012). Celebrities in advertising: looking for congruence or likability? Psychology and Marketing, Vol. 29 No. 9, pp. 651–62.[28] Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.[29] Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The influence of advertising on consumer brand preference. Journal of Social Science, 10(1), 9-16.[30] Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.[31] Mendelson, A. L., & Bolls, P. D. (2009). Emotional effects of advertising on young adults of lower socio economic status. Retrieved on Dated, 01-05.[32] Seno, D., Lukas, B. A. (2007). The equity effect of product endorsement by celebrities. European Journal of Marketing, 41(1/2), 121-134.[33] Kara, C., Yu, L. Ng. & Edwin, K. L. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14 (2), 167-179.[34] Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40(3), 414-433.[35] Thanh, T. H. H (2016). The impacts of celebrity endorsement in ads on consumers purchasing intention: A case of Facebook. International Journal of Scientific and Technology, 5(8), 25-27.
 
Publisher Vietnam National University, Hanoi
 
Date 2017-06-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://js.vnu.edu.vn/EAB/article/view/4074
10.25073/2588-1108/vnueab.4074
 
Source VNU Journal of Science: Economics and Business; Vol 33 No 2
Chuyên san Kinh tế và Kinh doanh; Vol 33 No 2
2588-1108
2615-9287
 
Language eng
 
Relation https://js.vnu.edu.vn/EAB/article/view/4074/3812
 
Rights Copyright (c) 2017 VNU Journal of Science: Economics and Business