Please use this identifier to cite or link to this item:
https://dspace.ctu.edu.vn/jspui/handle/123456789/36948
Title: | The relationship between celebrity endorsement and brand equity: What’s happening on the social network? |
Authors: | Pham, Minh Bui, Ngoc Tuan Anh |
Keywords: | Celebrity Endorsement Brand equity Brand fit Expertise Trustworthiness |
Issue Date: | 2020 |
Series/Report no.: | Journal of Science HCM Open University;Vol. 10, No. 02 .- P.164-178 |
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. |
URI: | https://dspace.ctu.edu.vn/jspui/handle/123456789/36948 |
ISSN: | 1859-3453 |
Appears in Collections: | Khoa học Trường ĐH Mở Tp.HCM (Journal of Science HCM Open University) |
Files in This Item:
File | Description | Size | Format | |
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_file_ Restricted Access | 4.54 MB | Adobe PDF | ||
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