DOIONLINE

DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-18905

Publish In
International Journal of Management and Applied Science (IJMAS)-IJMAS
Journal Home
Volume Issue
Issue
Volume-8,Issue-7  ( Jul, 2022 )
Paper Title
Students’ Attitudes toward Product Placements: An Indian Perspective
Author Name
Ravineet Kaur, Rakesh Kumar Sharma, Apurva Bakshi
Affilition
Pages
17-20
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
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