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- Tác giả: Phan Quý Như Ngọc
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 149 p.
- Tóm tắt: Confirmed as statistically reliable and valid, this study examines the impact of celebrity endorsement on Gen Z's purchase intention within Ho Chi Minh City's personal care sector. The findings reveal that endorsement influences purchase intention primarily through the mediating role of consumer attitude, driven largely by product match-up and meaning transfer rather than source credibility or direct popularity. This suggests that skeptical Vietnamese Gen Z consumers prioritize symbolic alignment ...
- Từ khóa: Consumer Attitude; Purchase Intention; Celebrity Endorsement; Generation Z
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