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Product placement, or placing brands in movies, is a widely recognized practice that dates from the 1980s. This study is a content analysis of product placement in 15 Bollywood and 15 Hollywood movies from 2005 to 2009.Statistical tests showed that there were a significantly higher number of...

The CBBE (Consumer Based Brand Equity) model has been invariably used to evaluate the performance of brands in different types of products such as tourism, etc. Not much has been done to compare how brands fare using the model as a theoretical framework. The aim of this paper is to examine the...

This thesis explores the proposition that growth and development in the screen and creative industries is not confined to the major capital cities. Lifestyle considerations, combined with advances in digital technology, convergence and greater access to broadband are altering requirements for...

The merger wave that took place during the first phase of globalization, which lasted from 1895 to 1914, changed the industrial structure in Europe and the U.S. remarkably. Therefore, it is of great importance to assess whether mergers were successful during this period. Noteworthy, studies that...

Color poster with text and graph (Spring 2009)