Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes
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DOI: 10.46223/HCMCOUJS.soci.en.12.1.2336.2022
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References listed on IDEAS
- 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.
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Keywords
brand attitude; celebrity image; music video; Vietnam; word-of-mouth intention;All these keywords.
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