Influences of Celebrity Endorsement on Thai Male Consumers’ Attitudes and Purchase Intention of Male Cosmetics: The Case of Lee Dong Wook in Boy de CHANEL

Abstract

Purpose – The purpose of this study is to examine the influence of celebrity endorsement on the attitudes of Thai male consumers, which lead to male cosmetics purchase intentions, by using a case study of famous male cosmetics advertisements.

Design/Methodology/Approach – To purpose the new conceptual model, this study has explored previous research and adapted some models to be more relevant. A self-administered survey was used to collect the primary data. Inferential analysis was done by multiple linear regression (MLR) to test the hypotheses.

Findings – The results show partial support of hypotheses, such that trustworthiness and relevance are the only 2 factors in celebrity’s attributes that influence attitudes toward advertisements and attitudes toward products. Moreover, both attitudinal variables are significantly linked with male cosmetics purchase intentions.

Limitations/Implications – This study is relatively novel in terms of the industry that it aimed to study, male cosmetics. Previous articles related to this industry, and research using the PATER model, are scarce. Future studies can pinpoint more into this model and this industry. Furthermore, the familiarity between consumers and ads elements might play a role, according to the results. Hence, Thai ads might be used to study in future research on Thai male consumers.