Fashion Buying Behavior through Awareness of Brand Ambassador is Celebrity of Young Consumers in Vietnam

With the growth of media, many modern and creative forms of marketing have been created, typically “influencer marketing” is probably no longer strange to Vietnamese consumers. The use of brand ambassador as a marketing method is becoming more and more popular, and the fashion industry is no exception to this trend. Through analyzing data from 315 surveys collected from young consumers in Vietnam, the research has proven that the fashion buying behavior is influenced by their awareness of brand ambassador is celebrity. Factors that impact their buying behavior include “Trustworthiness”, “Expertise”, “Attractiveness”, “Familiarity” and “Subjective Norms”. Besides, the factor “Relevance” plays an important role in moderating the relationship between the ambassador’s trustworthiness and buying behavior. In addition, the study also discovered that young people’s fashion buying behavior through awareness of brand ambassador is celebrity differs between different income groups. The research results are expected to have practical contributions for fashion brands to have the most appropriate and effective strategies for selecting celebrities as brand ambassadors.