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Journal of Promotion Management Volume 22, 2016 - Issue 3
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Articles

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

R. K. SrivastavaSydenham Management Institute, University of Mumbai, Mumbai, IndiaCorrespondence[email protected]
Pages 281-300 | Published online: 05 May 2016

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Jittima Kongmanon & Phallapa Petison. (2022) What do you see and what do you recall?: Using eye tracking to understand product placement. Cogent Business & Management 9:1.
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Sangeeta Sharma & Arpan Bumb. (2022) Product Placement in Entertainment Industry: A Systematic Review. Quarterly Review of Film and Video 39:1, pages 103-119.
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Thamaraiselvan Natarajan, Jegan Jayapal & Nakul Gangadharan. (2021) The Television Cult: Prevalence of Brand Placements in an Indian Reality Show. Journal of Promotion Management 27:7, pages 971-997.
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Gladys Stephen, Daniel Inbaraj, Anbuudayasankar S. P.Poongkundran T.. (2021) Investigating the influence of audiences’ movie-viewing motives on attitude towards brand placement in movies. Journal of Global Scholars of Marketing Science 31:4, pages 487-510.
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R. K. Srivastava. (2021) Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands. Journal of Promotion Management 27:5, pages 716-739.
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R. K. Srivastava & Jitendra Ganpatrao Bodkhe. (2021) Does the country of origin has impact on prescribing behaviour of general practitioners?. International Journal of Healthcare Management 14:3, pages 656-662.
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Rajesh Srivastava. (2020) Brand Placement in a Movie Song and its Impact on Brand Equity. Journal of Promotion Management 26:2, pages 233-252.
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Melissa Seipel, Jason Freeman & Pamela Brubaker. (2018) Key Factors in Understanding Trends in Hollywood Product Placements from 2005 to 2015. Journal of Promotion Management 24:6, pages 755-773.
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R. K. Srivastava. (2018) Do low involved brands have better consumer perception due to product placement in emerging markets?. Journal of Marketing Communications 24:4, pages 360-374.
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Thamaraiselvan Natarajan, Senthil Arasu Balasubramaniam, Gladys Stephen & J. Daniel Inbaraj. (2018) Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015. Journal of Media Business Studies 15:1, pages 57-88.
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Articles from other publishers (8)

Rajesh Srivastava. (2022) Will music with or without fragrance in retail stores increase consumer purchase behaviour in emerging markets?. International Journal of Emerging Markets 18:11, pages 4865-4883.
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Rajesh Kumar Srivastava. (2023) Happy customers means more business – a comparative study of a global food chain in the COVID-19 endemic era. British Food Journal 125:9, pages 3113-3126.
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Wei-Wei Lee, Ik Tae Kim & FuYao Qu. (2023) A Comparative Analysis on the Effects of Product Placement Advertising in Drama and Game: Evaluation of Product Placement Advertising Attributes. Journal of Digital Contents Society 24:5, pages 987-997.
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Ashish Gupta, Jitender Kumar, Tavishi Tewary & Nirmaljeet Kaur Virk. (2021) Influence of cartoon characters on generation alpha in purchase decisions. Young Consumers 23:2, pages 282-303.
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Pinar BASGOZE & Burcu TEKİN. (2021) Marka Yerleştirme Uygulamalarının Tüketicilerin Tepki Süreci Üzerine Etkisi: Nitel Bir Çalışma. Journal of Yaşar University 16:62, pages 890-921.
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Rajesh Kumar Srivastava. (2019) Rebuilding a global brand under crisis – case of a global brand Maggi. International Journal of Pharmaceutical and Healthcare Marketing 13:2, pages 118-139.
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Thamaraiselvan Natarajan, Senthil Arasu Balasubramaniam, Gladys Stephen, Daniel Inbaraj Jublee & Dharun Lingam Kasilingam. (2018) The influence of audience characteristics on the effectiveness of brand placement memory. Journal of Retailing and Consumer Services 44, pages 134-149.
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Rajesh Kumar Srivastava & Manoj Bhide. 2018. Back to the Future: Using Marketing Basics to Provide Customer Value. Back to the Future: Using Marketing Basics to Provide Customer Value 461 471 .

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