Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
Journal Home Volume Issue |
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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 |
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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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