The influence of brand ambassador on brand image and purchasing decision of C-Vitt among expatriates and locals

Abstract

This research aims to examine the influence of brand ambassador on brand image and purchasing decision of product vitamin C drinks, C-Vitt, among 2 different groups which were expatriates and Thai. The study also examined the relationship of each variable whether it’s positively related or negatively related. Study of this paper was conducted with a quantitative approach. Online questionnaire was distributed across several online expats and Thai communities. 213 valid respondents had been collected in 4 weeks period of data collection. The outcome of this research showed each of the variables were positively related. Moreover, it also illustrated that there was a significantly different response between non-Thai and Thai towards brand ambassador and purchase decision. However, there were not consequently different responses between Thai and non-Thai toward the brand image. As a result, 5 hypotheses were accepted and 1 rejected in this study. Therefore, the outcome of this finding implied that both groups perceive differently toward the brand ambassador. However, C-Vitt has a strong brand image, and it did not show a significantly different response from Thai and non-Thai. Finally, the recommendation for company that want to target both 2 different groups in Bangkok, they must consider the background of celebrity to be considered widely known across several countries.