The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies

  title={The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies},
  author={M. Nelson and S. Deshpande},
  journal={Journal of Advertising},
  pages={1 - 15}
Within the context of globalization, we explore the country-of-origin of brand or product placements in Bollywood films. Content analysis of films since economic liberalization (1991, 1996, 2001, 2006, 2010) reveals a substantial increase in brands, with foreign brands outnumbering domestic brands and placed in prominent ways. Results of surveys reveal that Indians are positive about the practice yet generally prefer domestic over foreign product placements. Consumer ethnocentrism versus… Expand
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