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Celebrity entrepreneurship is growing rapidly as more celebrities launch personal brands, boosting consumer purchase intention and brand loyalty. Based on the Source Credibility Model and Brand Equity Theory, this study explores how celebrity entrepreneur credibility affects purchase intentions through brand equity in Vietnam and China. Using an online survey of 672 participants in these two countries, the findings reveal that celebrity credibility strongly influences purchase intention, with partial mediation of brand equity in Vietnam and full mediation in China. In addition, celebrity–brand congruence strengthens the credibility–brand equity link, whereas celebrity reputation moderates the credibility–purchase intention path in Vietnam only. This study offers valuable insights into celebrities by considering entrepreneurship and seeking to build and grow their own brands effectively. It also provides practical suggestions to firms seeking strategic partnerships with celebrities to bring new products to the market.
Cao et al. (Thu,) studied this question.