The relationship between celebrity endorsement and brand equity: What’s happening on the social network?

Please use this identifier to cite or link to this item: https://dspace.ctu.edu.vn/jspui/handle/123456789/36948

Full metadata record

DC Field	Value	Language
dc.contributor.author	Pham, Minh	-
dc.contributor.author	Bui, Ngoc Tuan Anh	-
dc.date.accessioned	2020-10-14T01:35:22Z	-
dc.date.available	2020-10-14T01:35:22Z	-
dc.date.issued	2020	-
dc.identifier.issn	1859-3453	-
dc.identifier.uri	https://dspace.ctu.edu.vn/jspui/handle/123456789/36948	-
dc.description.abstract	Today, using celebrity endorsement is the main advertising trend on social networks. However, choosing which celebrity to fit the brand is still a difficult issue for businesses. The purpose of this research is to solve this issue by surveying 472 social media customers in Vietnam from June 2017 to November 2017 for the congruence of celebrity-brand pairs and their impact on brand equity. Data were analyzed through the Structural Equation Modeling (SEM) process.	vi_VN
dc.language.iso	en	vi_VN
dc.relation.ispartofseries	Journal of Science HCM Open University;Vol. 10, No. 02 .- P.164-178	-
dc.subject	Celebrity	vi_VN
dc.subject	Endorsement	vi_VN
dc.subject	Brand equity	vi_VN
dc.subject	Brand fit	vi_VN
dc.subject	Expertise	vi_VN
dc.subject	Trustworthiness	vi_VN
dc.title	The relationship between celebrity endorsement and brand equity: What’s happening on the social network?	vi_VN
dc.type	Article	vi_VN
Appears in Collections:	Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University)

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