臺灣博碩士論文加值系統

Cosmeceuticals are products that combine cosmetic and pharmaceutical benefits for skin health and beauty. As women increasingly prioritize skincare, the cosmeceutical industry has grown rapidly, especially in Vietnam. This study investigates how brand ambassadors influence the brand image and purchasing decisions of Vietnamese consumers in the cosmeceutical market. The proposed model reveals four key factors of brand ambassador that influence consumer behavior: expertise, knowledge, trust, and match-up. Using surveys and quantitative methods, data from 119 respondents were collected from 18 to 35-year-old consumers who used cosmeceutical products. PLS-SEM techniques were applied to analyze the data. The findings suggest that brand ambassadors can enhance the cosmeceutical brand image, which leads to purchase intention. Notably, they reveal that celebrity attractiveness plays a pivotal role in shaping consumer behavior. As a result, it provides practical implications for cosmeceutical businesses to effectively choose brand ambassadors to transmit an optimistic brand image to customer, then converting into sales.

THESIS DEFENSE CERTIFICATE...i
ABSTRACT...ii
TABLE OF CONTENTS...iii
LIST OF FIGURES...vi
LIST OF TABLES...vii
CHAPTER 1. INTRODUCTION...1
1.1. Research Background...1
1.2. Purpose and Significance...4
1.2.1. Research Purpose...4
1.2.2. Research Significance...4
1.3. Research Scope...4
CHAPTER 2. LITERATURE REVIEW...6
2.1. Overview of Cosmeceutical...6
2.1.1. Cosmeceutical...6
2.1.2. Recent Trends...6
2.1.3. Innovations...7
2.2. Brand Ambassadors...9
2.2.1. Definition of Brand Ambassador...9
2.2.2. Type of Brand Ambassador...10
2.2.3. Successful Case Studies...11
2.2.4. Selection and Management of Brand Ambassador...12
2.3. Brand Image...16
2.3.1. Overview of Brand Image...16
2.3.2. Theoretical Models of Brand Image...16
2.3.3. Factors Influencing Brand Image...18
2.3.4. The relationship between Brand Image and Brand Ambassador...20
2.4. Purchase Intention...23
2.4.1. Overview of Purchase Intention...23
2.4.2. Theoretical Models of Purchase Intention...4
2.4.3. Factors Influencing Purchase Intention 26
2.4.4. The relationship between Brand Ambassador and Purchase Intention...28
CHAPTER 3. RESEARCH METHODOLOGY...32
3.1. Hypothesis Development...32
3.1.1. The Influence of Celebrity Expertise on Brand Image...32
3.1.2. The Influence of Celebrity Attractiveness on Brand Image...33
3.1.3. The Influence of Celebrity Trustworthiness on Brand Image...33
3.1.4. The Influence of Celebrity Match-up on Brand Image...34
3.1.5. The Influence of Brand Image on Purchase Intention...35
3.2. Research Method...37
3.2.1. Research Design...37
3.2.2. Scale Construction...37
3.3. Participants...42
3.4. Data Collection...42
3.5. Research Method...43
3.5.1. Partial Least Squares Structural Equation Modeling (PLS-SEM)...43
3.5.2. Data Analysis Method...44
CHAPTER 4. RESULT...47
4.1. Analysis of Demographic...47
4.2. Measurement Modeling Analysis...48
4.3. Structural Modeling Analysis...51
CHAPTER 5. DISCUSSION...54
CHAPTER 6. CONCLUSION...56
6.1. Research Conclusion:...56
6.2. Research Limitation and Suggestions:...56
REFERENCES...57
APPENDIX: QUESTIONAIRE...64

Figure 1 Dimensions of Brand Image (Aaker, 1991)...17
Figure 2 SOR theory (Mehrabian and Russell, 1974)...18
Figure 3 Research model of Herjanto et al. (2020)...22
Figure 4 Theory of Reasoned Action (TRA) (Fishbein, M., & Ajzen, I., 1975)...23
Figure 5 Five-stage model of the consumer buying process...25
Figure 6 Decision-making model of McKinsey and Company (2009)...26
Figure 7 Research model of Andita et al. (2021)...29
Figure 8 Research model of Kasinphila et al. (2023)...30
Figure 9 Proposed Research Framework...36
Figure 10 Model of PLS-SEM path analysis...52

Table 1 Distribution of sample data frequencies....47
Table 2 Validity and Reliability Test Result...49
Table 3 Heterotrait–monotrait ratio of correlations...50
Table 4 The bootstrapped HTMT results...50
Table 5 Discriminant validity test (Fornell–Larcker)...50
Table 6 Collinearity analysis...51
Table 7 Path analysis verification...51
Table 8 R2 value and Q2 value...52
Table 9 Intermediary effect verification...53

REFERENCES
Aggarwal, S. (2009). Brand Ambassadors and their Impact on Consumer Behavior: A Case Study of Mobile Companies in India. Indian Journal of Marketing, 39.
an, C.C. (2020). Brand management through stimulus-organism-response (SOR) integrative efforts.
Andita, D. Y., Najib, M. F., Zulfikar, R., & Purnamasari, D. (2021). The effect of celebrity endorser on purchase intention cosmetic product in millennial generation consumers. Journal of Marketing Innovation (JMI), 1(1).
Brandt, F. S., Cazzaniga, A., & Hann, M. (2011). Cosmeceuticals: current trends and market analysis. In Seminars in cutaneous medicine and surgery (Vol. 30, No. 3). WB Saunders.
Chen, J. L., & Dermawan, A. (2020). The influence of YouTube beauty vloggers on Indonesian consumers' purchase intention of local cosmetic products. International Journal of Business and Management, 15(5).
Doss, S. K. (2011). The transference of brand attitude: the effect on the celebrity endorser... Journal of Management and Marketing Research, 7.
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3).
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1).
Gupta, R., Kishor, N., & Verma, D. (2017). Construction and validation of a five-dimensional celebrity endorsement scale: introducing the pater model. British journal of marketing studies, 5(4).Ha, N. M., & Lam, N. H. (2017). The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention. International Journal of Economics and Finance, 9(1), 64-77.
Ha, N. M., & Lam, N. H. (2017). The effects of celebrity endorsement on customer's attitude toward brand and purchase intention. International Journal of Economics and Finance, 9(1).
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2).
Hassan, S. R., & Jamil, R. A. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study. Journal of Management Info, 4(1).
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (Vol. 20, pp. 277-319). Emerald Group Publishing Limited.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia (Doctoral dissertation, Petra Christian University).
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2).
Hermiyenti, S., & Wardi, Y. (2019). A literature review on the influence of promotion, price and brand image to purchase decision. In 2nd Padang International Conference on Industrial Revolution and Development (PICIRD 2019).
Herz, M. (2010). Exploring consumers' brand image perceptions with collages: Implications on data collection, data analysis and mixed method approaches.
Jamil, R. A., & Rameez ul Hassan, S. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study.
Kapoor, M., & Si, S. (2014). Strategic analysis of cosmeceuticals with special reference to antiaging creams. International Journal of Business and Management Invention, 3(1).
Kasinphila, P., Dowpiset, K., & Nuangjamnong, C. (2023). Influence of Web Design, Usefulness, Ease of Use, and Enjoyment on Beauty and Cosmetics Online Purchase Intention towards a Popular Brand in Thailand. Research Gate.
Kotler, P. (2001). Marketing management, millennium edition. Prentice-Hall, Inc
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Education.
Li, F., Chen, H., Chen, D., Zhang, B., Shi, Q., He, X., ... & Wang, F. (2023). Clinical evidence of the efficacy and safety of a new multi-peptide anti-aging topical eye serum. Journal of Cosmetic Dermatology.
Lin, Y. H., Lin, F. J., & Wang, K. H. (2021). The effect of social mission on service quality and brand image.
Lomboan, S. (2013). The impact of celebrity endorsement on brand image. Jurnal EMBA, 1(3).
Maingi, I., & Mberia, H. K. (2019). Celebrity Attractiveness in Advertising for University Students Preference of Cosmetic Products in Nairobi County, Kenya. International Journal of Scientific and Research Publications (IJSRP).
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the celebrity endorsement process. Journal of Consumer Research, 16(3).
Mordor Intelligence. (2024). Global Cosmeceuticals Market Industry Report. Retrieved from https://www.mordorintelligence.com/industry-reports/global-cosmeceuticals-market-industry
Muda, M., Musa, R., & Putit, L. (2017). Celebrity Endorsement In Advertising: A Double-Edged Sword.
Nazarani, R., & Suparna, G. (2021). THE EFFECT OF LUXURY BRAND, BRAND IMAGE, AND PRODUCT QUALITY ON PURCHASE INTENTION.
Nhung, V. (2023). The Application of Green Marketing in Vietnam.
O'Leary, N. (2010). Employee benefits: workers as brand ambassadors.
Oh, Y. J., & Oh, Y. J. (2020). Influence of a cosmetic company's eco-friendly activities on consumers' purchase intention through the mediating effects of perceived image. Asian Journal of Beauty and Cosmetology, 18(2).
Parmar, Y., Ghuman, M.K., & Mann, B.J. (2020). The Match-Up Between Celebrity Associations and Product Type. Journal of Creative Communications, 15, 65-89.
Pham, T. M. L., & Nguyen, T. V. (2015). The effect of celebrity endorsement in advertising on consumer attitude. Journal of Economics and Development, 215, 76-86.
Putri, G. W., Juliati, R., & Fitriasari, F. (2023). The Effect of Brand Image on Purchase Decision of Scarlett Cosmetics Mediated by Brand Ambassador. Jurnal Manajemen Bisnis dan Kewirausahaan, 3(4).
Putri, R.A., & Kresnawati, M.Α. (2023). Brand Ambassador Sebagai Strategi Marketing Tokopedia Melalui Selebriti Korea Selatan Tahun 2021. Jurnal Publicuho.
Qazzafi, S. (2020). Factor affecting consumer buying behavior: a conceptual study. International Journal for Scientific Research & Development, 8(2), 1205-1208.
Rachbini, W. (2018). The influence of celebrity endorsements on purchase intention (a study on Vivo V7). IOSR Journal of Business & Management (IOSR-JBM), 20(8).
Ridder, M. (2020, December 1). Cosmetics Industry Statistics & Facts. Retrieved from Statista: https://www.statista.com/topics/3137/cosmetics-industry/
Sande, A. V. D. (2019). Influence of Celebrity Athletes on the Sportswear Industry: An analysis of influencers' impact on Nike and Adidas brand image (Doctoral dissertation).
Saputro, A., & Sugiharto, S. (2018). The Influence of Digital Marketing and Brand Ambassador in Forming Brand Identity as an Intervention Variable on Purchase Intention on Markobar Products. Journal of Marketing Strategy.
Situmorang, P. A., Adlina, H., & Siregar, O. M. (2022). The Influence Of Brand Ambassador And Brand Image On Purchase Decisions For L'oréal Paris Products In Medan City. Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital.
Situmorang, S. B., & Herdiansyah, H. (2022). Brand Ambassadors' Influence on Brand Image and Consumer Purchasing Decisions. Expose: Jurnal Ilmu Komunikasi, 5(1)
StarNgage. (2018). Social Media Influencers. Retrieved from https://starngage.com/social-media-influencers/
Tangney, J. P., Stuewig, J., & Mashek, D. J. (2007). Moral emotions and moral behavior. Annu. Rev. Psychol., 58.
Thomas, T., & Johnson, J. (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision: The Journal of Business Perspective, 21.
Thu, T. M. (2019). The Influences of Marketing Mix Elements on Consumer Purchase Intention of Cosmetic Products (Doctoral dissertation, Yangon University of Economics).
Tri, H. (2022). Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam. Ho Chi Minh City Open University Journal Of Science Economics And Business Administration.
Vu, T. T. B., Pham, H., Nguyen, L., & Nguyen, H. (2023). The Effect Of Discount Framing, Brand Reputation, And Brand Image On Customer Behavior: Data From E-commerce Platforms.
Wang, F., & Hariandja, E. S. (2016). The influence of brand ambassador on brand image and consumer purchasing decisions: a case of tous les jours in Indonesia. In International Conference on Entrepreneurship (IConEnt-2016).
Wang, W. C. (2006). The effect of product knowledge and brand image on purchase intention moderated by product category. Unpublished master thesis, Tatung University, Taiwan.
Wijaya, B.S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5.
Wragg, T. (2004). Research: Nurturing brand advocates. Brand Strategy, November, 36-37.
Zasada, M., & Budzisz, E. (2019). Retinoids: Active molecules influencing skin structure formation in cosmetic and dermatological treatments. Advances in Dermatology and Allergology/Postępy Dermatologii i Alergologii, 36(4).
Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2)
Zuswayuda, M. R., & Rosyad, U. N. (2018). Hubungan Antara Brand Ambassador dengan Minat Beli Konsumen. Prosiding Manajemen Komunikasi, 356-363.