Celebrity Endorsement Impacting Purchase Intention: The Role of Brand Attitude and Celebrity Homophily

This study aims to investigate the impact of celebrity endorsement in consumers’ purchase intention for a new product: the case of Saigon Chill beer launched by Saigon Beverage in Vietnam. The study employed a mixed methods approach comprising qualitative and quantitative phases to develop and test the research model. In the qualitative phase, group interviews were conducted to identify key themes surrounding the topic. In the quantitative phase, data were collected through an online survey with 27 observed variables based on the key themes identified. It received 200 responses, with 44% males and 56% females. Statistical tests such as descriptive statistics, correlations, and multiple regression were conducted using SPSS and SEM. The findings indicate that three traits of celebrity endorsement including attractiveness, expertise, trustworthiness; brand attitude; and purchase intention are closely related. However, only the attractiveness of celebrity has a significant impact on customers’ attitude toward Saigon Chill. Additionally, certain demographic factors impact the effect of celebrity endorsement. Based on these findings, beer managers can consider using celebrity marketing as a tactic to endorse their new product to customers. In all, this study provides insights into the effectiveness of celebrity endorsement in promoting a new beer product.