IMPACTS OF CELEBRITY ENDORSEMENT ON BRAND TRUST AS A MEDIATING FACTOR AND ON BRAND AWARENESS: CASE OF CELEBRITY ENDORSING TRESEMMÉ IN VIETNAM

This study explores consumer perceptions of celebrity endorsements in Vietnam, focusing on a supermodel endorsing the TRESemmé brand. Specifically, it examines the effects of celebrity characteristics—Attractiveness, Expertise, Trustworthiness, and Similarity—on consumers' Brand Trust and Brand Awareness. A survey of 304 respondents across Vietnam was conducted using convenience and snowball sampling methods, targeting Vietnamese consumers familiar with or having purchased TRESemmé products, particularly in Ho Chi Minh City. The data was analyzed using structural equation modeling. The results indicate that a celebrity's Attractiveness, Trustworthiness, and Similarity significantly influence brand awareness through brand trust. These findings enhance our understanding of consumer perceptions of beauty and personal care products, especially when promoted via celebrity endorsements. Practical implications are offered to help companies improve their performance. The study concludes with recommendations for marketing managers to gain more precise insights and enhance their effectiveness.