Factors of brand ambassadors affecting the intention of young people in Ho Chi Minh City to purchase cosmetics

Nguyễn Tiến Lộc; Nguyễn Khắc Hiếu

Issue: Số 26 - Tháng 12 - 2023 Kinh doanh

Factors of brand ambassadors affecting the intention of young people in Ho Chi Minh City to purchase cosmetics

Published: July 24, 2026

Abstract

This study identified and analyzed factors of brand ambassadors that affect the intention of young people in Ho Chi Minh City to purchase cosmetics. In this study, 250 consumers were surveyed, and the collected data was analyzed by Cronbach's alpha, exploratory factor analysis (EFA), and regression analysis methods. The study’s results show that five factors, including attractiveness, trustworthiness, expertise, conformity, and negative information, influence young people's intention to purchase cosmetics in Ho Chi Minh City.

Keywords

brand ambassador purchase intention young people cosmetics

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