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• Bollywood Industry in the Wake of Cost Cutting Measures: Role of Quality Cues on Brand Placements

  Author(s):

  N. THAMARAISELVAN, B. SENTHIL ARASU, GLADYS STEPHEN J. DANIEL INBARAJ

  Editor(s):

  Jyotirmaya Patnaik (see profile)

  Date:

  2018

  Group(s):

  Communication Studies, Cultural Studies, Electronic Literature, Feminist Humanities, Information Ecosystems

  Subject(s):

  Journalism, Communication, Mass media, Motion pictures, Indic, Motion pictures and history

  Item Type:

  Article

  Tag(s):

  Brand placement, intrinsic cue, extrinsic cue, Bollywood movies, film production houses, content analysis, Indian cinema, Film and history

  Search term matches:

  Tag

  ... film production houses ...

  Full Text

  ... for the decision makers (film production houses). A theoretical model built on Cue utilization theory is used ...

  
  

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