Детальная информация

This work is devoted to the study and development of Korean celebrity endorsement impacting Vietnamese consumers’ purchasing behavior. Based on the analysis of theories of Korean culture, celebrity endorsement and consumers’ purchasing behavior, the study identified the key factors of Korean celebrity endorsers which motivating consumer to make a buying decision, which are attractiveness, credibility, expertise and connectedness. After collecting and evaluating the data, the hypotheses – attractiveness, expertise and connectedness were supported while the credibility factor was rejected. As a result of the research, recommendations were put forward to celebrity endorsement advertisement, which can be used in the companys communication activities to expand its target audience and increase sales.