Abstract
The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of Part (A) that examines the attitude toward brand placed in the movie song; Part (B) relates to the measurement of brand personality and Part (C) examines the brand equity before and after seeing the brand in the movie song. The brand name in the movie song improved brand personality, brand equity, consumer attitude, and purchase intention and thus, can be extended in large film producers countries too