FROM FAME TO FASHION: HOW CELEBRITY IMAGE DRIVES BRAND ATTITUDES AND PURCHASE INTENTIONS IN VIETNAM

Celebrity endorsements are a key part of modern marketing, helping brands connect with audiences by using the popularity and influence of well-known individuals. This study investigates the impact of celebrity endorsements on the purchase intentions of Generation Z consumers in Vietnam, with a focus on Jennie from BLACKPINK and her collaboration with Calvin Klein. Using the Source Credibility and Attractiveness Theories and the Match-Up Hypothesis, it explores how physical attractiveness, likeability, credibility, and expertise shape brand perception and purchase decisions. Employing a quantitative design, data were collected through a structured questionnaire administered to 362 Vietnamese respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS4 software. The findings show that physical attractiveness and likeability have the strongest impact on positive brand attitudes and purchase intentions. Credibility and expertise also contribute to these outcomes but are less influential. These results highlight the importance of choosing a celebrity whose image aligns with the brand’s values to ensure a successful endorsement, especially in a diverse and culturally rich market like Vietnam. Additionally, it offers practical guidance for marketers in aligning endorsement strategies with the evolving preferences of Generation Z.