Celebrity endorsement in advertising and audience’s brand perception: A case study of Vivo Thailand

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.