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Journal of Marketing Communications Volume 24, 2018 - Issue 4
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Do low involved brands have better consumer perception due to product placement in emerging markets?

R. K. SrivastavaMarketing and Research, Sydenham Institute of Management, University of Mumbai, Mumbai, IndiaCorrespondence[email protected]
Pages 360-374 | Received 17 Jul 2017, Accepted 05 Dec 2017, Published online: 12 Jan 2018

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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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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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Fanny Fong Yee Chan. (2020) Mapping between placement strategies and placed product attributes in television programs. Journal of Marketing Communications 26:7, pages 780-798.
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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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