The Influence of Marketing of Celebrity Endorsement on Brand Value Perception from NUVO Brand Users in Bangkok

This study examines (1) the influence of celebrity endorsement on NUVO brand marketing, (2) the impact of celebrity brand attitude on NUVO brand equity, (3) a comparison of brand equity across different demographic groups, and (4) the effect of celebrity endorsement marketing strategies on NUVO brand equity.The research used an online questionnaire distributed to 400 respondents.Statistical analyses included frequency, percentage, mean, T-test, F-test (one-way ANOVA), and multiple linear regression.The findings indicate that the majority of respondents were female, aged 21-30, single, held a bachelor's degree or equivalent, employed in private companies, and earning an average monthly income of 20,001-30,000 THB.This study revealed that James Jirayu Tangsrisuk's attractiveness, professionalism, and engaging personality were highly significant factors in shaping brand perception.His credibility, dedication, and expertise were rated the most influential attributes.James Jirayu's endorsement as a brand ambassador strongly aligned with NUVO's slogan, "Make me happy: The more you stick, the more you love," and was perceived as highly effective.Key attributes, such as respectability, fame, effective communication, public admiration, role model status, and success in various domains, were also identified as crucial contributors to brand equity.The study further demonstrated that the key dimensions of celebrity endorsement, including attractiveness, credibility, expertise, respectability, and similarity, had a statistically significant impact on brand equity at a level of 0.05.