Impact of Idol Endorsement on Customer Imitation Behavior as Mediating Variable and Online Purchase Intention of Generation Z Customers towards Fashion in Vietnam: The Case of Jennie BLACKPINK as Brand Ambassador of Calvin Klein

Abstract

This study concentrates on examining the perspective to which extent that idol characteristics, personality traits and expertise can significantly generate the imitation behavior, leading to the intention of online purchasing action after that of Generation Z audience. The case of Jennie BLACKPINK as the brand ambassador of Calvin Klein is defined as one of the rapid growing of chasing trend by imitating the K-pop idol. By exploiting the three typical factors of an idol such as characteristics, personality, and field expertise, the study intents to measure and examine the online context. Quantitative method will be used to conduct on (NUMBER) respondents to qualify the data after that. In order to evaluate the value and meaning of the conceptual model and its fit towards the framework, this study will apply the Structural Equation Modelling as known as SEM approach. The study is expected to reveal the main factors contributing to the imitation behavior of Generation Z consumers and indirectly leading to the online purchasing intention from the case of Calvin Klein context. Besides, the study will also provide the recommendations which would be supportive and helpful to completely increase the endorsed characteristics of an idol and raise the trustworthiness from consumers on endorsed products and brands.