Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements

Thamaraiselvan, N.; Arasu, B. Senthil; Stephen, Gladys; Inbaraj, J.

[journal article]

dc.contributor.author	Thamaraiselvan, N.	de
dc.contributor.author	Arasu, B. Senthil	de
dc.contributor.author	Stephen, Gladys	de
dc.contributor.author	Inbaraj, J.	de
dc.date.accessioned	2021-09-10T07:48:35Z
dc.date.available	2021-09-10T07:48:35Z
dc.date.issued	2017	de
dc.identifier.issn	0976-0911	de
dc.identifier.uri	https://www.ssoar.info/ssoar/handle/document/74772
dc.description.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 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.	de
dc.language	en	de
dc.subject.ddc	Publizistische Medien, Journalismus,Verlagswesen	de
dc.subject.ddc	News media, journalism, publishing	en
dc.subject.other	Brand placement; intrinsic cue; extrinsic cue; Bollywood movies; film production houses; content analysis; emerging markets	de
dc.title	Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements	de
dc.description.review	begutachtet (peer reviewed)	de
dc.description.review	peer reviewed	en
dc.source.journal	Media Watch
dc.source.volume	8	de
dc.publisher.country	MISC	de
dc.source.issue	3	de
dc.subject.classoz	Werbung, Public Relations, Öffentlichkeitsarbeit	de
dc.subject.classoz	Advertising, Public Relations	en
dc.rights.licence	Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0	de
dc.rights.licence	Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0	en
internal.status	formal und inhaltlich fertig erschlossen	de
dc.type.stock	article	de
dc.type.document	Zeitschriftenartikel	de
dc.type.document	journal article	en
dc.source.pageinfo	311-326	de
internal.identifier.classoz	1080409
internal.identifier.journal	2041
internal.identifier.document	32
internal.identifier.ddc	070
dc.identifier.doi	https://doi.org/10.15655/mw/2017/v8i1/49149	de
dc.description.pubstatus	Veröffentlichungsversion	de
dc.description.pubstatus	Published Version	en
internal.identifier.licence	20
internal.identifier.pubstatus	1
internal.identifier.review	1
dc.subject.classhort	10800	de
internal.pdf.wellformed	true
internal.pdf.encrypted	false
ssoar.urn.registration	false	de

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Werbung, Public Relations, Öffentlichkeitsarbeit
Advertising, Public Relations

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