• Publications
  • Influence
Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015
ABSTRACT Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emergingExpand
  • 3
The moderating role of social themes in cause-related marketing advertisements
Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisementsExpand
  • 1
The influence of audience characteristics on the effectiveness of brand placement memory
Abstract The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework wasExpand
  • 3
Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements
This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for theExpand
  • 1
  • PDF