The impact of celebrity endorsement toward skin care brand equity in Thailand.

Abstract

The study explored the impact of celebrity endorsement toward skin care brand equity in Thailand. The study result might help skin care company to make a decision whether they should to use celebrity as their marketing tool or not. Quantitative research methodology was applied in the study by collecting data from online questionnaire. In total, 308 respondents who are well aware of skin care brand communication were collected in this study. The results revealed that celebrity endorser do not only directly affect to skin care brand equity in Thailand, it also indirectly affect through consumer self-brand connection.