Develop brand love for fashion brabd in viet nam

Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=6 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.6.2020.122 © IAEME Publication

Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=6

ISSN Print: 0976-6502 and ISSN Online: 0976-6510

DOI: 10.34218/IJM.11.6.2020.122

© IAEME Publication Scopus Indexed

DEVELOP BRAND LOVE FOR FASHION

BRANDS IN VIET NAM

Quynh Mai Nguyen

Faculty of Business Administration - Industrial University of Ho Chi Minh City

12 Nguyen Van Bao, Ward 4, Go Vap District, Ho Chi Minh City, Viet Nam

Thi Phuong Thanh Nguyen

Faculty of Business Administration - University of Economics Ho Chi Minh City 59C Nguyen Dinh Chieu, Ward 6, District 3, Ho Chi Minh City, Viet Nam

ABSTRACT

The study aims to assess the influence of celebrity image (CI) on social media advertising (SMA) and the impacts of SMA on brand love in the Viet Nam fashion industry The paper uses the quantitative method, with 450 offline responses Cronbach’s Alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) using AMOS are analyzed The results indicate that the relevance of CI is the most powerful factor on SMA, followed by the attractiveness and expertise The SMA has positive influence on brand love It is essential for many fashion brands in Viet Nam to increase brand love by focusing on the SMA tools with the development of brand’s CI (attractiveness, expertise and relevance)

Key words: Brand love, Celebrity image, Fashion brand, Social media advertising

Cite this Article: Quynh Mai Nguyen and Thi Phuong Thanh Nguyen, Develop

Brand Love for Fashion Brands in Viet Nam, International Journal of Management,

11(6), 2020, pp 1336-1346

http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=6

1 INTRODUCTION

The fashion industry was worth up to 2.5 trillion US dollars to the international economy (Joint Economic Committee of the United States Congress, 2019) With the advances in the technologies and social media networks, customers can feel inspired, express their personal styles (Casaló et al., 2020) and discuss the new tendency of fashion with other people (Brandão et al., 2019) Consumer-brand relationship has attracted different researchers for many years Previous examination on celebrity endorsement strategy makes valuable contributions, for example, the importance of celebrity endorsement in the fashion market (Wigley, 2015), the influence of celebrities on behavior of consumer (Wongweeranonchai and McClelland, 2016) Nevertheless, the various potentials for fashion branding topic are still

developing expectedly reference and academic research on the relationship between celebrity image, social media advertising and consumers’ brand love in Ho Chi Minh City, Viet Nam is infrequently discussed

Our study aims to investigate the influence of celebrity image on social media advertising and evaluate the predictive power of the social media advertising to describe consumers’ brand love in their psychology in the Viet Nam fashion industry The existing examination does not fully clarify the reason for this approach’s efficiency However, an academic study

on the influence of celebrity image on social media evaluation tools is still in its infancy Few examinations have studied the impact of a detailed dimension of social media advertising on consumers’ psychological path to a brand in Viet Nam Therefore, this mediation effect of social media advertising appeal between celebrity image and consumers’ brand love in Viet Nam fashion industry, which thoroughly deserve to have further exploration

2 OBJECTIVES OF THE STUDY

There are two objectives to lead this investigation:

• To analyze the impacts of celebrity image on social media advertising

• To assess the influence of social media advertising on consumers’ brand love in the Viet Nam fashion industry

3 LITERATURE REVIEW

3.1 Brand Love

Brand love is regarded as consumers’ emotional desire, connection and commitment to a specific brand and helps long-term relationship between the consumer and brand become

intimate (Batra et al., 2012) Carroll and Ahuvia (2006) define that brand love is a passionate

and optimistic emotion for a particular brand created by an effective communication between the consumer and their brand and a brand which consumers consider as the hedonic product has a positive impact on brand Over the last 5–10 years, for the context of fashion industry, consumers have loved their fashion brand due to its desire inspires in them (Ismail and Spinelli, 2012) The brand love creation plays a major role to experts since those satisfied customers can be loyal customers (Gumparthi and Patra, 2019) Hence, brand love conceptualization can form as adoring feelings and emotion for a specific brand, which guides

to commitment or loyalty

3.2 Celebrity Image

The celebrity image is defined by information written about him/her, image used in the various contexts and how he/she becomes a part of speech in daily life (Lammie, 2007) Garud (2013) and Knott and James (2004) analyzed that source celebrity credibility, had its origin in the Hovland et al (1953) study, was the main element to select celebrities In the Hovland and his associates’ research, expertise and trustworthiness were two factors effecting the celebrity’s effectiveness Besides, Ohanian (1990) investigated the source attractiveness model, originated by “source valance” model (Mcquire, 1985) In this model, the attractiveness dimension was added to source credibility model because of its meanings to the celebrity image Chang (2014) proposes that the likability, relevance and expertise are chosen

to evaluate the effectiveness of spokes-character Therefore, based on theoretical framework

of celebrity image and earlier studies, attractiveness, expertise and relevance are three dimensions to measure the characteristics of celebrity image

3.3 Social Media Advertising

Over the past many years, social media advertising has been described as the practice involving the paid advertisements’ use on social networking sites such as Facebook, Twitter, YouTube (The Social Media Advertising Industry Report, 2013) He and Qu (2018) highlight that the advertising appeal is the external motivation and the social media is the large environment Also, in the social media environment, the impacts of the advertising appeal on consumers’ attitude are discovered Raji et al (2018) demonstrate that the scales of social media advertising have substantial benefits of trustworthiness Therefore, this research considers that social media advertising being measured by that scales is one of the key elements that decides consumers’ psychology

3.4 The Relationship between Celebrity Image, Social Media Advertising and Brand Love

With the expansion of different marketing media such as social media, mass media, many brands try an effort to acquire and retain their customers by establishing customers' brand communication, for example, brand love and brand trust (Huang, 2017) Through blogs and Facebook brand pages, these fashion apparel companies can attract and continue conversations with customers in order to identify accurately which brands customers love (Islam and Rahman, 2016) Park and Kim (2015) indicate that there is an optimistic relationship between social media activity and brand loyalty which is positively affected by brand love (Bergkvist and Bech-Larsen, 2010) Thanks to social media, a fashion brand can establish a great synergy (Parrott et al., 2015)

4 PROPOSED RESEARCH MODEL AND DEVELOPMENT OF

HYPOTHESES

4.1 Proposed Research Model

Based on the framework of brand love, social media advertising and celebrity image theory, this investigation validates the mediating effect of social media advertising between celebrity image and brand love The research model is proposed, as follows:

Figure 1 Research Model

4.2 Development of hypotheses

4.2.1 The influence of celebrity image on the social media advertising

Celebrity image has a major role to confirm the success of social media advertising (Djafarova and Rushworth, 2017) Mozo (2019) describes that the celebrity image is regarded

as a “constructed personage” – a “complex configuration of visual, verbal, and aural signs” through different media texts Based on the source credibility model (Hovland et al., 1953), the source attractiveness model (Ohanian, 1990) and later studies (Wongweeranonchai and

McClelland, 2016), attractiveness, expertise and relevance were highlighted as three dimensions to measure the characteristics of celebrity image Some representative items

of attractiveness included “I feel celebrity image fashionable”, “Celebrity image makes me feel young” and “Celebrity image makes me feel energetic” Some representative items of expertise included “The image of celebrity looks professional”, “The image of celebrity looks experienced” and “The image of celebrity looks knowledgeable” Some representative items

of relevance included “Celebrity is appropriate to endorse the product of fashion brand”, “It makes sense for celebrity image to be featured with a fashion brand” and “I feel that celebrity image is relevant for a fashion brand”

Thanks to the internet and extensive coverage of Web 2.0 technologies, for example, YouTube, Facebook, Instagram, Twitter, celebrities are communicating their fashions to fans with various ways (Iqbal, 2019) The audience includes the celebrity’s admirers on social media can trust celebrity's advertisement because celebrities use, review and suggest these products (Qabur, 2018) Nataraajan and Chawla (1997) demonstrate the celebrity’s attractiveness has created the celebrity endorsements ‘advertising effect for decades The expertise standard can be recognized a close interaction between social media user and celebrity (Zhao et al., 2016) In recent times, social media companies have considered celebrity as an advertising channel to develop their brands because of the congruence between products and celebrity endorsers (Branchik and Chowdhury, 2017) Thus, various hypotheses are proposed:

H1a The attractiveness of celebrity image has a positive effect on social media advertising H1b The expertise of celebrity image has a positive effect on social media advertising

H1c The relevance of celebrity image has a positive effect on social media advertising

4.2.2 The influence of social media advertising on the brand love

The scales of social media advertising had substantial benefits of trustworthiness (Raji et al., 2018) Therefore, in this research, four observed variables of social media advertising factor come from Raji (2018) and associates (where it was shown with reliability of 0.887) Some representative items were “The advertisement on social media are creative”, “The advertisement on social media gives me useful information” and “The advertisement on social

media offers me something new” Sikandar and Ahmed (2019) show that how various social

media advertising components make a powerful impact on creating brand love From the context contributed by Facebook, social media marketing activities beneficially influence self-expressive brands, which makes an impact brand love (Algharabat Raed, 2017) Due to a quick review of social media, Facebook and fan page, this examination studies “liking” a fan page considerably impacts brand love of the brands (Kudeshia et al., 2015) Through blogs and Facebook brand pages, these fashion apparel companies can attract and continue conversations with customers in order to identify accurately which brands customers love (Islam and Rahman, 2016) Brand love was measured by six observed variables derived from (Carroll and Ahuvia, 2006), which had all items’ reliabilities greater than 0.9 Representative items were “This fashion brand is my favorite brand”, “This fashion brand makes me young”

and “This fashion brand is a true happiness” Therefore, the subsequent hypothesis is posited:

H2 The social media advertising has a positive effect on consumers’ brand love

5 METHODOLOGY

5.1 Measurement

In this investigation, the quantitative research instrument was a questionnaire drawn up based

on available scales All scales and observed variables were collected from previous examination and modified to be appropriate for the background of celebrity image in the fashion industry Therefore, the reliability and validity of survey questionnaire were effectively guaranteed The research’s independent variables are attractiveness, expertise and relevance, mediator variable is social media advertising and dependent variable is brand love Firstly, based on the source credibility model (Hovland et al., 1953), the source attractiveness model (Ohanian, 1990) and later studies (Chang, 2014) attractiveness, expertise and relevance were highlighted as three dimensions to measure the characteristics of celebrity image Secondly, the scales of social media advertising had substantial benefits of trustworthiness (Raji et al., 2018) Finally, brand love was measured by six observed variables derived from (Carroll and Ahuvia, 2006)

5.2 Samples Size and Data Collection

This study uses the quantitative research method by obtained data from consumers of local fashion brands in Ho Chi Minh City The target population of the research is people who are fashion-conscious and customers of local fashion brands in Ho Chi Minh City, in age from 18

to 45 About 36.2% of Ho Chi Minh city’s population are interested in fashion (Vinaresearch, 2019), the population used in this research is about 3.258 million Thus, the appropriate sample size of investigation is approximately 400 questionnaires (Yamane’s formula)

Data in the quantitative research was gathered by using a paper-based surveys, with 450 offline responses The questionnaire survey was conducted two times (a pilot study first and official surveys afterwards) to confirm the sample’s quality The pilot survey made with 20 questionnaires was conducted among customers of local fashion brands in Ho Chi Minh City Subsequently, Cronbach’s Alpha of every factor was analyzed to ensure the reliability of scales and observed variables (Kawa and Maryniak, 2018) In the official surveys, this study conducted a survey in many well-known local fashion brands in Ho Chi Minh City In quantitative research, Cronbach’s Alpha reliability coefficients, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM) using AMOS were analyzed to investigate various factors influence on consumers’ brand love, using celebrity image and social media evaluation tools in the Viet Nam fashion industry

6 RESULTS AND DISCUSSION

6.1 Reliability Analysis (Cronbach’s Alpha Coefficients)

Table 1 Cronbach's Alpha Result

Items

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation coefficients

Cronbach's Alpha if Item Deleted

1 Attractiveness: α = 0.871

2 Relevance: α = 0.836

REL3 6.65 2.006 636 835

3 Expertise: α = 0.855

4 Social media advertising: α = 0.857

5 Consumers’ local brand love: α = 0.894

Every extracted factor’s reliability analysis was created by using Cronbach’s alpha (Kawa and Maryniak, 2018) Attractiveness, expertise and relevance are three scales of celebrity image Cronbach’s Alpha coefficients are greater than 0.8 (0.871, 0.836, 0.855 respectively) All observed variables ‘correlation coefficients are greater than 0.3, which shows that three scales guarantee reliability Secondly, Cronbach’s Alpha coefficient of social media advertising is 0.857 (greater than 0.8) The requirements for most observed variables’ correlation coefficients are satisfied, greater than 0.3 Nevertheless, total correlation coefficients of SM1 variable is 0.291 (less than 0.3), so SM1 is removed Cronbach’s Alpha coefficient of brand love is 0.894 (greater than 0.8) The requirements for various observed variables’ correlation coefficients are fulfilled, greater than 0.3 Nonetheless, BL5 has total correlation coefficients of 0.254 (less than 0.3), so BL5 is removed Hence, the celebrity image, social media advertising and brand love can be used to perform the Exploratory Factor Analysis

6.2 Exploratory Factor Analysis (EFA)

Table 2 KMO and Bartlett's Test

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy .841

Bartlett's Test of Sphericity Approx Chi-Square 3126.738

As can be seen from the Table 2 and Table 3, the factor loading of observed variables are

greater than 0.5 The percentage of variance extracted is higher than 50%

Kaiser-Meyer-Olkin (KMO) value is 0.841 (between 0.5 and 1) Hence, the factor analysis is proper to the

investigation data and the sampling is adequate Bartlett's test having Sig value of 0.000 (less

than 0.05) explains the correlation between these observed variables in the overall Thus, all factors in this research fulfill the requirement

Table 3 Pattern Matrix

Pattern Matrix a

Factor

6.3 Confirmatory Factor Analysis (CFA)

Figure 2 CFA standardized model

As is illustrated in the Figure 2, the confirmatory factor analysis results describe that there are 125 degrees of freedom and the data are appropriate a hypothesized measurement model Chi-square/ df = 2.310 (less than 3); p= 0.000; CMIN/df = 2.310 (less than 3); GFI = 0.901 (greater than 0.8); CFI = 0.946 (higher than 0.9) and TLI = 0.934 (greater than 0.9); RMSEA

= 0.067 (less than 0.08)

6.4 Structural Equation Modeling (SEM)

According to the test results of model fit, all observed and potential variables are established

in the model to check the hypotheses As can be highlighted from the Figure 3: Chi-square/ df

= 1.978 (less than 3); p= 0.000; GFI = 0.917 (greater than 0.8); CFI = 0.959 (higher than 0.9)

and TLI = 0.951 (greater than 0.9); RMSEA = 0.058 (less than 0.08) These indices are fulfilled the conditions of model fit

Figure 3 SEM results (standardized)

6.5 Hypothesis Testing

As is seen from the Table 4, the hypothesis testing comprises three factors of celebrity image (attractiveness _ ATT, expertise _ EXP and relevance _ REL), which impacts on brand love (BL) with statistical significance (P<0.05) Also, the hypothesis analyzing of both social media advertising (SM) effect on BL with statistical significance (P<0.05) Finally, the hypothesis testing of ATT, EXP and REL influence on SM with statistical significance (P<0.05) Hence, these investigation hypotheses H1a, H1b, H1c and H2 are supported

Table 4 Hypothesis testing

Weights

SM < - ATT 204 054 3.787 *** SM < - ATT 244

SM < - EXP 185 072 2.571 010 SM < - EXP 172

SM < - REL 247 068 3.642 *** SM < - REL 250

BL < - SM 502 056 8.907 *** BL < - SM 541

7 CONCLUSION

These hypotheses of celebrity’s attractiveness, expertise and relevance has a positive influence on the social media advertising are proposed Furthermore, the hypothesis of social media advertising which is intermediate between celebrity image and brand love is supported The results of study indicate that three factors included attractiveness, expertise and relevance can be used to measure the celebrity image Additionally, social media advertising and brand love’s scales are supported with a high reliability and validity In this research, the relevance

of celebrity image is the most powerful factor on social media advertising with standardized coefficient of beta of 0.250, followed by the attractiveness with the standardized coefficient of

media advertising is the factor on brand love with standardized coefficient of beta of 0.541 Hence, it is necessary for many fashion brands to increase brand love by concentrating on advertising on the social media tools with the development of brand’s celebrity image (attractiveness, expertise and relevance) and the relevance is the most influential factor on social media advertising There are some limitations in this research Due to the strong impacts of local well-known celebrity, the influence of various celebrity image can have some differences between different industries in Viet Nam so it is essential for further research to test this impacts of celebrity image on brand love in various industries

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