Students’ Attitudes toward Product Placements: An Indian Perspective
There are ample opportunities for the promotion of branded products/ services in the entertainment media. This paper tried to investigate the factors influencing students’ attitudes toward product placements. Multiple regression analysis was used for analyzing the responses obtained through a survey. Indian students accept product placements in the movies. The findings of this study revealed that attitude towards product placement is a function of brand consciousness, peer communication and attitude towards advertising. This paper will help marketers in formulating their promotional strategies.
Keywords - Movies, Product placement, Regression analysis, Students