THE AUTHENTICITY OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION - CASE ON LOCAL FASHION BRAND IN VIETNAM

The study aims to determine the impact of celebrity endorsement on young people's behaviour in Vietnam on local fashion brands. The research model proposed by the author is based on background theory and the celebrity endorsement studies of the previous authors. The research model with five independent variables is: credibility, relevance, attractiveness, expertise, the similarities affecting the dependent variable are intention behaviour. The results analyzed by the SPSS.25 analysis tool with 252 surveys showed that all five factors of celebrity endorsements have an impact on young people's intention to buy local fashion brands in Vietnam. In particular, credibility and similarity strongly impact on the purchase intent of customers. Besides, customers pay little attention to the attraction and expertise of famous. Besides, the research results also show that there is no difference according to the age and gender in the intention to buy local fashion brands of young people in Vietnam with the endorsement of celebrities