Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

This study aims to examine the impact of brand ambassadors on customers’ purchasing intention in Vietnam. In this study, a total of 310 subjects participated in the online survey through Google Forms. The results show that purchase intention is significantly influenced by trustworthiness of the brand ambassador. There is also a positive influence on purchase intention by attractiveness, familiarity, and value alignment of the brand ambassador. Conversely, the brand ambassador’s scandals negatively affected customers’ purchasing intention. Moreover, gender difference has a significant effect on, whereas occupation has no significant effect on purchase intention. The findings offer a valuable recommendation for brand managers to choose brand ambassadors and enhance their advertising and marketing strategies.