CELEBRITY ENDORSEMENT, BRAND AWARENESS, AND SERVICE QUALITY AFFECTING CONSUMER PURCHASE INTENTION IN THE 5-STAR RESORTS IN DANANG, VIETNAM

Abstract

This study investigates the impact of celebrity endorsement, brand awareness, and service quality on consumer purchase intention in 5-star resorts in Danang, Vietnam. The independent variables are divided into sub-factors: celebrity endorsement (traditional celebrities, social media influencers), brand awareness (recognition, recall, differentiation), and service quality (reliability, responsiveness, empathy). Using a quantitative approach, 400 respondents from Ho Chi Minh City participated via online surveys, and data analysis employed descriptive statistics and multiple linear regression with a 0.05 significance level. Findings confirmed that each factor had p-values below 0.05, indicating statistically significant positive effects on purchase intention and supporting the proposed hypotheses.