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Keywords: Bollywood
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2011) 3 (4): 244–262.
Published: 11 October 2011
.../approach A content analysis of 106 successful Bollywood movies between 1997 and 1999 was conducted and the incidence of brand placements within them and the execution style adopted were documented. Analysis of the brand appearances in 110 Hollywood movies was carried out and the volume of placements, kind...
