Within the context of globalization, we explore the country-of-origin of brand or product
placements in Bollywood films. Content analysis of films since economic liberalization …

This research examines young adults' attitudes towards product placement in films and
television shows from two countries that represent contrasting cultural distinctions: the US …

This vibrant textbook addresses the specific challenges of marketing in the creative
industries, whilst applying marketing theory to a wide range of international examples. It …

Das Kommunikationsinstrument Product Placement bietet für Produzenten und
Unternehmen gute Möglichkeiten, sich marktbezogenen, technischen und …

Purpose–The purpose of this research is to examine US and Korean college student
consumers' attitudes towards product placements in three different media (films, TV shows …

The current study examines the prevalence and characteristics of brand appearances in the
top grossing films broadcast in the United Kingdom (UK) and Hong Kong (HK). An average …

South Korea has one of the highest rates of monthly alcohol consumption, high-risk drinking,
and alcohol-related problems. Global viewers of Korean dramas consume messages about …

Product placement research tends to show how product placements impact consumer
behavior but less research examines the nature of product placement execution. This is the …

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 …

Product placement is a booming practice that, in some cases, seems as the viable
alternative to traditional advertising. The paper discusses the growth of the promotional …