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Keywords: Cinema
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (7): 880–902.
Published: 15 August 2023
... at the theatre. Design/methodology/approach Employing covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal. Findings The findings elucidate that movie branding, movie genre...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (8): 1010–1023.
Published: 28 June 2022
.... Naveen Donthu can be contacted at: ndonthu@gsu.edu 24 07 2021 04 02 2022 12 06 2022 13 06 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Bollywood Box office Cinema Film India Interview Thematic analysis...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2009) 27 (7): 976–980.
Published: 23 October 2009
... Product positioning Cinema Ashok: Product Placement Agent (ReelProducts)Roshan: Bank Commercial Marketing Manager (JLA Bank)Sandy: Film Producer (CS Films)The “God”: Bollywood Film StarThe WifeThe BossKaran and Preity: film‐goers Ashok's phone buzzed loudly in his pocket. As he clicked...
