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Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements
[journal article]
Abstract This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for the decision makers (film production houses). A theoretical model built on Cue utilization theory is used ... view more
This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for the decision makers (film production houses). A theoretical model built on Cue utilization theory is used to assess the number of brand placements in movies with respect to intrinsic and extrinsic cues. The model is empirically tested on a sample of top 100 Bollywood movies that were box-office successes during two decades (1995-2015). The findings suggest that genre of a movie (intrinsic cue) and star power (extrinsic cue) serve as important indicators in placing brands in Bollywood movies. In particular, specific genre-comedy, drama and romance-attract more number of brand placements, as does the starring role of superstars in movies.... view less
Classification
Advertising, Public Relations
Free Keywords
Brand placement; intrinsic cue; extrinsic cue; Bollywood movies; film production houses; content analysis; emerging markets
Document language
English
Publication Year
2017
Page/Pages
p. 311-326
Journal
Media Watch, 8 (2017) 3
ISSN
0976-0911
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0