ATHLETE CELEBRITY ENDORSEMENT, BRAND AWARENESS, AND PRODUCT QUALITY AFFECTING CONSUMER PURCHASE INTENTION IN THE CASE STUDY OF NIKE PRODUCTS IN HO CHI MINH CITY, VIETNAM

Abstract

This study examined the impact of Athlete Celebrity Endorsement, Brand Awareness, and Product Quality on Consumer Purchase Intention for NIKE products in Ho Chi Minh City, Vietnam. Targeting employed consumers aged 18+ who regularly shop for NIKE, data were collected from 403 participants via online surveys using closed-ended, multiple-choice, and 5-point Likert scale questions. Statistical analyses, including multiple regression, confirmed all three factors significantly influenced purchase intention at a 0.05 significance level. The findings offer academic insights into consumer behavior and practical guidance for brands to enhance endorsements, brand awareness, and product quality in competitive markets like Vietnam.