| dc.description.abstract | Even though the music video marketing has proven its potential to a sharp grow in
Vietnam, there is limited research exploring its effectiveness in branding, particularly in
branded music video. The objective of this study is to examine the impact of celebrity
match-up brand, musical congruity, and consumer insights contribute to the value of
branded music video, and how branded music video value and brand placement impact on
brand attitude. Data collected from 360 participants through an online survey were
analyzed using statistical methods, which are Confirmatory Factor Analysis (CFA) and
Partial Least Squares Structural Equation Modeling (PLS-SEM) with Excel, SPSS, and
SmartPLS 3 software. The findings indicate the effectiveness of music video marketing in
shaping consumer brand attitudes, with consumer insights playing a more significant role
in enhancing the overall value of branded music videos compared to celebrity match-up
brand or musical congruity. Additionally, the study reveals a strong link between brand
placement and brand attitude in this context. The study offers insightful recommendations
for both academics and marketers seeking to develop impactful music video marketing
campaigns in Vietnam. | en_US |
