The Role of Brand Ambassadors in Shaping Brand Image and Driving Purchase Intentions: A Case Study in the Fashion Industry in Vietnam

Abstract

This study delves into the significant role of brand ambassadors in shaping brand image and driving purchase intentions in the fashion industry. The validation process encompassed reliability assessments through Cronbach's Alpha, linear regression modeling, and T-tests. Data were gathered via structured questionnaires administered through direct interviews using convenience sampling, ensuring access and efficiency. Linear regression analysis was applied to the collected 279 observations. Results demonstrate that celebrity endorsement's credibility notably impacts brand image, and attractiveness plays a pivotal role in enhancing fashion corporate image. The congruence factor emerges as crucial in influencing brand ambassador efficacy. Additionally, credibility, attractiveness, and congruence significantly influence consumers' purchase intentions. A gender comparison showed differences in brand ambassador dimensions, with female consumers attributing higher scores. However, no significant difference in purchase intentions between genders was observed. The study underscores the importance of brand ambassadors in the fashion context and suggests avenues for future research to address the study's limitations.