Article: Influential celebrities through brand co-creation by music video: how does it change perceived brand quality and impact on purchase intention? Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2025 Vol.16 No.5 pp.540 - 572 Abstract: 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? The paper is conducted with qualitative and quantitative research methods, respectively. The most outstanding results are shown by evaluating the structural equation model (SEM). 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 multi-collinearity. Mean values of five variables representing five research concepts are in the range (3-4) of the five-point Likert scale. In addition, there is a difference between the two generations with two 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. From there, it is possible to adjust and perfect the strategy and plan to build and develop the brand in the future. Inderscience Publishers - linking academia, business and industry through research

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

Authors: Zoe Nguyen; Tien Minh Dinh

Addresses: School of International Business and Marketing, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam ' School of International Business and Marketing, University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam

Abstract: 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? The paper is conducted with qualitative and quantitative research methods, respectively. The most outstanding results are shown by evaluating the structural equation model (SEM). 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 multi-collinearity. Mean values of five variables representing five research concepts are in the range (3-4) of the five-point Likert scale. In addition, there is a difference between the two generations with two 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. From there, it is possible to adjust and perfect the strategy and plan to build and develop the brand in the future.

Keywords: attractive celeb. influencer; ACI; co-creation; customer brand engagement; CBE; multi-sensory marketing; perceived brand quality; PBQ; purchase intention.

DOI: 10.1504/IJEMR.2025.148663

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.5, pp.540 - 572

Received: 30 Sep 2022
Accepted: 27 Mar 2023
Published online: 18 Sep 2025 *

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

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