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The television cult : prevalence of brand placements in an Indian reality show
Natarajan, Thamaraiselvan; Jayapal, Jegan; Gangadharan, … - In: Journal of promotion management : innovations in … 27 (2021) 7, pp. 971-997
Persistent link: https://www.econbiz.de/10012623360
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Subjective norms as a moderator in the consumption behaviour of branded functional beverages post-COVID-19 pandemic : a pragmatic view
Natarajan, Thamaraiselvan; Geetha Raveendran Nair, Jayadevan - In: Asia-Pacific journal of business administration 16 (2024) 2, pp. 307-330
Persistent link: https://www.econbiz.de/10014514416
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Examining the influence of endorser credibility on brand placements in reality shows through placement appeal : emotional vs rational appeal
Natarajan, Thamaraiselvan; Jayapal, Jegan; Jegan, … - In: Journal of promotion management : innovations in … 29 (2023) 6, pp. 759-790
Persistent link: https://www.econbiz.de/10014287770
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Consumption of branded functional beverages post-COVID pandemic : an empirical investigation in a developing economy using behavioral change models
Natarajan, Thamaraiselvan; Jayadevan G. R.; Jayapal, Jegan - In: Journal of food products marketing : innovations in … 28 (2022) 3, pp. 132-151
Persistent link: https://www.econbiz.de/10013178041
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Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness
Natarajan, Thamaraiselvan; Raghavan, Deepak Ramanan Veera - In: International journal of quality and service sciences 15 (2023) 3/4, pp. 273-290
Persistent link: https://www.econbiz.de/10014432485
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Uses and gratifications of metaverse : understanding the user adoption factors through a mixed method approach
Natarajan, Thamaraiselvan; Pragha, P.; Dhalmahapatra, … - In: Asia Pacific journal of marketing and logistics 36 (2024) 11, pp. 2978-3006
Persistent link: https://www.econbiz.de/10015210857
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Examining beliefs, values and attitudes towards social media advertisements : results from India
Natarajan, Thamaraiselvan; Balakrishnan, Janarthanan; … - In: International journal of business information systems : … 20 (2015) 4, pp. 427-454
Persistent link: https://www.econbiz.de/10011448122
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Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015
Natarajan, Thamaraiselvan; Arasu Balasubramaniam, Senthil; … - In: Journal of media business studies 15 (2018) 1, pp. 57-88
Persistent link: https://www.econbiz.de/10011993201
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The moderating role of social themes in cause-related marketing advertisements
Natarajan, Thamaraiselvan; Jublee, Daniel Inbaraj; … - In: International review on public and non-profit marketing 15 (2018) 4, pp. 433-454
Persistent link: https://www.econbiz.de/10011956130
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The influence of audience characteristics on the effectiveness of brand placement memory
Natarajan, Thamaraiselvan; Arasu Balasubramaniam, Senthil; … - In: Journal of retailing and consumer services 44 (2018), pp. 134-149
Persistent link: https://www.econbiz.de/10011904351