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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5041

Title: Celebrity endorsement in advertising and audience’s brand perception: A case study of Vivo Thailand
Authors: Yunshan Wei
Keywords: Celebrity Endorsement
Brand Perception
Source Credibility Model
Vivo, Thailand
Issue Date: 2021
Publisher: Bangkok University
Abstract: This article investigates how celebrity endorsement affects Vivo Thailand consumers’ perception of the brand based on the source credibility model. It was hypothesized that endorsers’ expertise, trustworthiness, and attractiveness had a positive impact on consumers’ brand perception of Vivo Thailand. These hypotheses were tested by conducting an online survey with 200 respondents in Thailand. Expertise presented the dimensions of professional, knowledgeable, and experienced. Trustworthiness presented the dimensions of unbiased, sincere, and reliable. Attractiveness presented the dimensions of good-looking, eye-catching, and familiar. Findings indicated that by watching Vivo Thailand advertising featured by Thai celebrities, their expertise, trustworthiness, and attractiveness had a significant impact on the sample of the study towards brand perception to Vivo Thailand.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2020
Advisor(s): Vimviriya Limkangvanmongkol
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5041
Appears in Collections:Independent Studies
Independent Studies - Master

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