Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to examine the impact of brand ambassadors on customers’ purchasing intention in Vietnam. In this study, a total of 310 subjects participated in the online survey through Google Forms. The results show that purchase intention is significantly influenced by trustworthiness of the brand ambassador. There is also a positive influence on purchase intention by attractiveness, familiarity, and value alignment of the brand ambassador. Conversely, the brand ambassador’s scandals negatively affected customers’ purchasing intention. Moreover, gender difference has a significant effect on, whereas occupation has no significant effect on purchase intention. The findings offer a valuable recommendation for brand managers to choose brand ambassadors and enhance their advertising and marketing strategies.
Authors: Huu Tin To, Kuo-Wei Lan, Jyh-Rong Chou
Institution: I-Shou University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402045831