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
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