IDEAS home Printed from https://ideas.repec.org/a/bjw/socien/v12y2022i1p79-95.html
   My bibliography  Save this article

Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes

Author

Listed:
  • Nguyen Ha Quynh Anh

    (International University, Vietnam National University)

  • Le Dinh Minh Tri

    (International University, Vietnam National University)

Abstract

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 collected data were transferred to SPSS and AMOS software. The findings indicate that music video marketing effectively gains customers’ attitudes toward the brand, significantly impacting their intention to purchase or Word-of-Mouth about it. Notably, music receives more appreciation from participants in more excellent contributions to the value of the whole music video than the celebrity. This research adds to the knowledge of the relationship between brand attitude and brand awareness of Vietnamese consumers in Music Video (MV) marketing. From this work, scholars and marketers can gain better insights into their marketing strategies to create a compelling music video marketing campaign in Vietnam.

Suggested Citation

  • Nguyen Ha Quynh Anh & Le Dinh Minh Tri, 2022. "Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - SOCIAL SCIENCES, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 12(1), pages 79-95.
    • Handle: RePEc:bjw:socien:v:12:y:2022:i:1:p:79-95
    DOI: 10.46223/HCMCOUJS.soci.en.12.1.2336.2022
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/soci-en/article/view/2336/1700
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.soci.en.12.1.2336.2022?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Geetika Jain & Sapna Rakesh & Kostubh Raman Chaturvedi, 2018. "Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(2), pages 87-101, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Korzynski, Pawel & Haenlein, Michael & Rautiainen, Mika, 2021. "Impression management techniques in crowdfunding: An analysis of Kickstarter videos using artificial intelligence," European Management Journal, Elsevier, vol. 39(5), pages 675-684.
    2. Frade, João Lucas Hana & Oliveira, Jorge Henrique Caldeira de & Giraldi, Janaina de Moura Engracia, 2021. "Advertising in streaming video: An integrative literature review and research agenda," Telecommunications Policy, Elsevier, vol. 45(9).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:socien:v:12:y:2022:i:1:p:79-95. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/soci-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.