| dc.description.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. | en_US |
