Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015

@article{Natarajan2018BrandPP,
  title={Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015},
  author={T. Natarajan and Senthil Arasu Balasubramaniam and Gladys Stephen and J. Inbaraj},
  journal={Journal of Media Business Studies},
  year={2018},
  volume={15},
  pages={57 - 88}
}
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 emerging markets like India. This study performed content analysis to identify the prevalence of brand placements in the top box-offices hit Bollywood movies for 20 years in five-year increments. By doing so, the study aims to observe changes in the nature and characteristics of the practice in Asian market… Expand
2 Citations

References

SHOWING 1-10 OF 98 REFERENCES
In‐film placement trends: a comparative study of Bollywood and Hollywood
  • 19
  • Highly Influential
In-Film Placements of Product Brands in Hindi Films: Practices and Preferences
  • 6
The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies
  • 33
  • Highly Influential
Comparative Study of the Practice of Product Placement in Bollywood and Hollywood Movies
  • 14
Product Placement: How Brands Appear on Television
  • 161
Brand Placements in Korean Films, 1995-2003: A Content Analysis.
  • 11
Product Placement in Top-Grossing Hollywood Movies: 2001–2012
  • 6
Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?
  • 194
...
1
2
3
4
5
...