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Role of celebrity in cause related marketing
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes.Expand
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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
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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
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