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Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/1674
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dc.contributor.authorIshtiaq Hussain Qureshi-
dc.contributor.authorMaleeha Gul-
dc.date.accessioned2023-10-10T10:19:36Z-
dc.date.available2023-10-10T10:19:36Z-
dc.date.issued2015-
dc.identifier.urihttp://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/1674-
dc.description.abstractProduct placement (PL) in movies is an emergent media vehicle for promoting brands and products. It is receiving a great deal of attention from both academicians and media persons. This paper presented an exploratory quantitative study that reports the beliefs of 163 college going students towards the practice of product placements and links them with product usage behavior. The study suggests that some beliefs are very useful in predicting the usage behavior and can be used potentially by marketers. A very limited number of studies have tried to explore this relationship in the past.en_US
dc.language.isoen_USen_US
dc.publisherIndian Journal of Marketingen_US
dc.subjectProduct placement in movies,en_US
dc.subjectBeliefs about product placement, Behavior, Advertisingen_US
dc.titleProduct Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavioren_US
dc.typeArticleen_US
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