DEVELOP BRAND LOVE FOR FASHION BRANDS IN VIET NAM

The study aims to assess the influence of celebrity image (CI) on social media advertising (SMA) and the impacts of SMA on brand love in the Viet Nam fashion industry. The paper uses the quantitative method, with 450 offline responses. Cronbach's Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) using AMOS are analyzed. The results indicate that the relevance of CI is the most powerful factor on SMA, followed by the attractiveness and expertise. The SMA has positive influence on brand love. It is essential for many fashion brands in Viet Nam to increase brand love by focusing on the SMA tools with the development of brand's CI (attractiveness, expertise and relevance).