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The Relationship between Celebrity Endorsement in Marketing Communication and Customer Purchase Intention from Northeastern Thailand's Automobile Market |
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| รหัสดีโอไอ | |
| Creator | Nithiwat Phookongka |
| Title | The Relationship between Celebrity Endorsement in Marketing Communication and Customer Purchase Intention from Northeastern Thailand's Automobile Market |
| Contributor | Prathanporn Jhundra-indra , Cattaleeya Charpavang |
| Publisher | mahasarakham university |
| Publication Year | 2563 |
| Journal Title | Journal of Humanities and Social Sciences |
| Journal Vol. | 39 |
| Journal No. | 6 |
| Page no. | .8-21 |
| Keyword | Celebrity Endorsement, Purchase Intention |
| URL Website | https://hujmsu.msu.ac.th/journal.php |
| Website title | Journal of Humanities and Social Sciences |
| ISSN | 2672-9767 |
| Abstract | Theobjectivesof this research weretoexaminetherelationshipbetweencelebrityendorsement in marketing communication and customer purchase intention from northeastern Thailand's automobile market. A questionnaire was used to collect the data from 400 consumers in northeastern Thailand. The statistics used for data analysis were t-test, F-test (ANAVA and MANOVA) Multiple Correlation Analysis and Multiple Regression Analysis. The results showed that, whiletheoverallandeachdimensionofcelebrityendorsementarehigh,theoverallpurchase intention is low. According to the analysis of the relationship and impact, celebrity endorsement in the dimension of attractive and similarity was positively affected and related to purchase intention. Therefore, marketing executives should focus on the importance of celebrity endorsement. More precisely, in the aspects of attractiveness and similarity, which can attract consumers and generate interest or a positive attitude towards the brand, leading to purchase intention. |
