The present research has been an endeavour to study the impact of the Country of Origin (COO) of brand on brand placement effectiveness in different media types in India. The study investigates experimentally how the COO
(Domestic/Foreign) of the placed brand in two different media types (Bollywood movies and reality TV shows) influence brand placement efficacy in an emerging economy like India. We propose that the COO andMedia Type play a significant role in brand
placement efficacy. The hypotheses were tested via a 2 × 2 full factorial MANOVA with COO (Domestic/Foreign) and media type (Bollywood movies/Reality TV shows) as the independent variables. The results confirm that brand placement efficacy does not
differ with regard to the COO of placed brand. However, Media Type does influence brand placement efficacy. Our paper bridges the gap between theory and practice by suggesting improvement in brand placement in non – traditional mass media like
Bollywood movies and reality TV shows. Implications concerning both research and managerial practices are offered and are encouraging for brand managers.
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