The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies
Author(s)
Nelson, Michelle R
Deshpande, Sameer
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
Within the context of globalization, we explore the country-of-origin of brand or product placements in Bollywood films. Content analysis of films since economic liberalization (1991, 1996, 2001, 2006, 2010) reveals a substantial increase in brands, with foreign brands outnumbering domestic brands and placed in prominent ways. Results of surveys reveal that Indians are positive about the practice yet generally prefer domestic over foreign product placements. Consumer ethnocentrism versus admiration for Western lifestyles emerged as significant predictors of attitudes and perceptions. Theoretical ramifications for globalization, ...
View more >Within the context of globalization, we explore the country-of-origin of brand or product placements in Bollywood films. Content analysis of films since economic liberalization (1991, 1996, 2001, 2006, 2010) reveals a substantial increase in brands, with foreign brands outnumbering domestic brands and placed in prominent ways. Results of surveys reveal that Indians are positive about the practice yet generally prefer domestic over foreign product placements. Consumer ethnocentrism versus admiration for Western lifestyles emerged as significant predictors of attitudes and perceptions. Theoretical ramifications for globalization, global brand strategy, and brand placement are discussed.
View less >
View more >Within the context of globalization, we explore the country-of-origin of brand or product placements in Bollywood films. Content analysis of films since economic liberalization (1991, 1996, 2001, 2006, 2010) reveals a substantial increase in brands, with foreign brands outnumbering domestic brands and placed in prominent ways. Results of surveys reveal that Indians are positive about the practice yet generally prefer domestic over foreign product placements. Consumer ethnocentrism versus admiration for Western lifestyles emerged as significant predictors of attitudes and perceptions. Theoretical ramifications for globalization, global brand strategy, and brand placement are discussed.
View less >
Journal Title
Journal of Advertising
Volume
42
Issue
1
Subject
Marketing
Marketing not elsewhere classified
Tourism