Influential celebrities through brand co-creation by music video: How does it change perceived brand quality and impact on purchase intention?

Abstract

In recent years, the trend of combining brands and influential artists to co-create through music is becoming more and more popular and growing strongly in the Vietnamese market. By contrast, in fact, there have not been many scientific studies on how the relationship between artists using co-creative music and brands will affect the audience they reaching in the two generations Y and Z; especially in the context of the Vietnamese market, no research has been published yet. The objective of the study is to understand the effects, assess the influence of celebrities on brand engagement; user reviews of a MV co-created with the brand. Since then, have they changed anything in their overall brand quality perception and purchase intention? Is there any difference in outcome between the two generations Y and Z? By two methods of qualitative and quantitative research; the author has tested the hypotheses in previous related studies and the new hypotheses; testing the reliability of scale (Cronbach's Alpha), exploratory factor analysis EFA, measurement model evaluation, bootstrapping, SEM linear structural model evaluation and T-Test difference testing. Research results show that all scales have reliability and convergence; all hypotheses are accepted, have positive effects in the same direction with path coefficients all above average. Research concepts are distinctive. The model does not have multicollinearity. Mean values of 5 variables representing 5 research concepts are in the range (3; 4) of the 5-point Likert scale. In addition, there is a difference between the two generations with 2 variables Attractive Celeb Influencer and Customer Brand Engagement. Regarding management implications, the research results help marketers and brand managers have a clearer view and have a more scientific basis on the positive influence between famous artists and brand engagement (ACI → CBE), celebrity's impact on the reception and evaluation of co-created MVs (ACI → MM); and multisensory marketing by the MVs also have a positive effect on perceived brandquality (MM → PBQ). From there, it is possible to adjust and perfect the strategy and plan to build and develop the brand in the future.