A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2022; you can also visit the original URL.
The file type is application/pdf
.
Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers' brand-related outcomes
2022
SOCIAL SCIENCES
Although of the potential growth of music video marketing in Vietnam, rare research explores its effectiveness in branding. This study examines the influence of celebrity image and musical congruity in a music video on brand awareness, attitude, purchase intention, Word-of-Mouth intention, and the significance of celebrity and music to a music video value. This study gathered data from an online survey of 327 participants to measure hypotheses and factors established in the research model. The
doi:10.46223/hcmcoujs.soci.en.12.1.2336.2022
fatcat:pgevtol4ybb6zofq74h7nf2ct4