Branding in Movies and its Influence on Buying Behaviour
Anand P1, Srudin J2, Rashmi J Menon3
1Anand P, MJMC, Post-Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
2Srudin J P, MJMC, Post-Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
3Reshmi J. Menon, Assistant Professor, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India.
Manuscript received on 15 May 2019 | Revised Manuscript received on 22 May 2019 | Manuscript Published on 02 June 2019 | PP: 263-268 | Volume-8 Issue-7S2 May 2019 | Retrieval Number: G10460587S219/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The world of cinema entertains, educates and inspires millions of people around the world in different ways. Film apart from their entertaining aspects is also the perfect platform for marketing large business giants. The patterns of bonding particular products to particular casts in the movies are a common trend these days. The product placed in the movies thus follows the identity of characters, which henceforth influences the viewers on screen. Considering the Indian context there are possibilities for the exposure to both national as well as international movies. Movie franchises in particular are inclined to a particular product or brand which thereby plays a key significant role in identity of the movie among audience. The scope of this study is to establish the fact that brand placements in movies influence the viewers to buy a product. Through the method of survey, this paper focus on quantitative analysis to show how, brand placement occurs in movies, how they influence the audience and how do they notice the brand placements. The placements in movies thus play a pivotal role in modern film industries thereby affecting and influencing the youngsters and thus influencing their buying behavior.
Keywords: Movies, Branding, Buying Behavior, Audience, Brand Images, Media, Product.
Scope of the Article: Communication