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

Lignende værker

• Employing netnography approach to describe brand image from customers’ perspectives - The case of The Cocoon Original Vietnam
  af: Le, Xuan Thi Thanh, et al.
  Udgivet: (2025)
• The role of brand anthropomorphism in building brand attachment: The experiment research on beverage brands
  af: Nguyen, Nhi Pham Phuong, et al.
  Udgivet: (2025)
• Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam
  af: Ha, Minh Tri
  Udgivet: (2025)
• Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth
  af: Nhi, Bui Thi, et al.
  Udgivet: (2025)
• The impact of cultural identity and attitude-to-brands on customer loyalty in Vietnamese context
  af: Hoang, Long Vu Phi, et al.
  Udgivet: (2025)