Analyzing impact of celebrity endorsement on consumer purchase intention toward motor vehicle in Vietnam: The case study of Yamaha Vietnam

Abstract

According to the result of Dr. Vu Anh Tuan’s research in 2017, motor vehicle plays an important role as a main transport for every single person. Moreover, in 2030 and later, when income increases significantly year by year, motor vehicle is still owned and used by citizens popularly. In addition, from 2016 to 2018, Yamaha used a lot of celebrity endorsers, nearest in 2018 including Chi Pu, Isaac and Pham Huong. From these information mentioned before, the researchers consider the celebrity endorsement has the impact on customer purchase intention in motor vehicle. Therefore, this study is implemented to describe the factors of celebrity endorsement can impact customer purchase intention (Yamaha case). Following to the literature, four components of celebrity endorsers and purchase intention are hypothesized that having a significant relationship. In order to make clear these factors have influence on customer purchase intention in motor vehicle context of Yamaha case, data of 361 people living in Ho Chi Minh City from online and offline is collected and they have awareness of Yamaha’s brand celebrity endorsers. This research will provide some recommendations for Yamaha company to help them increase the efficiency when using celebrity endorsers to attract customers.