Analyzing impact of celebrity endorsement on consumer purchase intention toward motor vehicle in Vietnam: The case study of Yamaha Vietnam
| dc.contributor.advisor | Nguyễn, Hữu Hoàng Giao | |
| dc.contributor.author | Hoàng, Thị Thanh Nhi | |
| dc.contributor.author | Nguyễn, Hoàng Thông | |
| dc.date.accessioned | 2019-05-22T02:35:08Z | |
| dc.date.available | 2019-05-22T02:35:08Z | |
| dc.date.issued | 2019 | |
| dc.identifier.uri | http://ds.libol.fpt.edu.vn/handle/123456789/2597 | |
| dc.description.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. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | FPTU HCM | en_US |
| dc.subject | Celebrity | en_US |
| dc.subject | Celebrity endorsement | en_US |
| dc.subject | Endorsement | en_US |
| dc.subject | Celebrity endorser | en_US |
| dc.subject | Purchase intention | en_US |
| dc.subject | Motor vehicle | en_US |
| dc.subject | Attractiveness | en_US |
| dc.subject | Trustworthiness | en_US |
| dc.subject | Expertise | en_US |
| dc.subject | Congruity | en_US |
| dc.title | Analyzing impact of celebrity endorsement on consumer purchase intention toward motor vehicle in Vietnam: The case study of Yamaha Vietnam | en_US |
| dc.type | Thesis | en_US |
Các tập tin trong tài liệu này
Tài liệu này xuất hiện trong Bộ sưu tập
Bộ sưu tập thuộc về Trung tâm Thông tin - Thư viện - Trường Đại học FPT
Địa chỉ: Phòng 207 - Tầng 1 - Km 28 - Khu công nghệ cao Hòa Lạc - Thạch Hòa - Thạch Thất - Hà Nội
Điện thoại: 844.66805912 - FAX: - Email: thuvien_fu_hoalac@fpt.edu.vn