In‐film placement trends: a comparative study of Bollywood and Hollywood

Sonal Kureshi · Vandana Sood

23 citations0/0 files storedJournal of Indian Business Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Cinema and Media Studies

Abstract

Purpose The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brands placed within movies for the same time period. Design/methodology/approach A content analysis of 106 successful Bollywood movies between 1997 and 1999 was conducted and the incidence of brand placements within them and the execution style adopted were documented. Analysis of the brand appearances in 110 Hollywood movies was carried out and the volume of placements, kind of brands placed and the movie genre in which they were found was noted. Findings In‐film placements of entertainment and automobile brands were found to be highly prevalent in Indian movies. Showing the usage of the brand was the most common style of execution. The volume of in‐film placements in Hollywood movies was found to be far higher than that in Indian movies. Research limitations/implications This study being exploratory in nature has the inherent limitation of generalizability of the results. Practical implications This paper provides implications for marketing managers and movie producers employing this form of communication. Originality/value This study is one of the first to systematically record, analyse and compare the occurrence and the execution of brand placements in Indian movies in a non‐US context and compare and contrast the placement practices of these two movie industries.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 23 citations exist upstream.

References

1951The Influence of Source Credibility on Communication Effectiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1977Content Analysis in Consumer Research 1999Celebrity Endorsement: A Literature Review 1965The Impact of Television Advertising: Learning Without Involvement 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1981Attitude toward the AD as a Mediator of Consumer Brand Choice

Cited by

2020Brand Placement in a Movie Song and its Impact on Brand Equity 2016Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit 2017Product placement practices in prime-time television programmes in Hong Kong 2014Product placement by global brands as an alternative strategy: is it worth in emerging market?2018Do low involved brands have better consumer perception due to product placement in emerging markets?

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.