Examining the placement effects of character-brand association and brand prestige on consumer brand interest within the music video context - Case study of beck's ice campaign

Abstract

Recent years witness the increasing utilization of brand placement in the music video as a more impactful technique than traditional advertising. Thus, in the contemporary Vietnamese Advertsing context, hip-hop and rap music proved to be the most effective musical genre that captures the greatest attention of the young audience segmentation due to its prevalence and congruence. However, among several brand placed music videos containing rap elements, which one proves the significant impacts on brand interest in particular? Whether with all brands urge to build up brand interest, participating in the cycle Rap/Hip-hop placement in music video also bring up the brand effect? To address that problems, this research was conducted to investigate and examine the iinfluence of brand placement executional elements in music video (brand prestige and character-brand association) and individual-difference0factors on consumer’s0brand interest. By examining the significant case study of brand Beck’s Ice placement on MV of Rap Artist Binz, we impulse our research findings to benefit for advertiser and brand manager of new entrants brand in market with the same brand situtation of Beck’s Ice. By and large, our research findings emphasize the most important contribution on consumer’s brand interest of 2 factors: artist-brand congruncy and brand prestige placed within Music video. In addition, the individual extent of Celebrity Liking proves to have scientifical support for consumer brand interest. Finally, the implication for both theoretical and managerial are also claimed based on the research findings to benefit for brand strategy of new entrants who want to build up and nurture the brand interest among consumers.