Paper Title :Students’ Attitudes toward Product Placements: An Indian Perspective
Author :Ravineet Kaur, Rakesh Kumar Sharma, Apurva Bakshi
Article Citation :Ravineet Kaur ,Rakesh Kumar Sharma ,Apurva Bakshi ,
(2022 ) " Students’ Attitudes toward Product Placements: An Indian Perspective " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 17-20,
Volume-8,Issue-7
Abstract : Abstract -
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
Type : Research paper
Published : Volume-8,Issue-7
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-18905
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Copyright: © Institute of Research and Journals
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Published on 2022-10-29 |
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