Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers

The South Asian Journal of Management (SAJM) is a scholarly academic journal, published quarterly, by the Association of Management Development Institutions in South Asia (AMDISA). AMDISA is an international not for profit association and a "Recognised Body" of the South Asian Association for Regional Co-operation (SAARC) - the inter-governmental agency. To know more about AMDISA and its activites please visit http://www.amdisa.org.

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Publication Details

Journal
South Asian Journal of Management
Published
2025-02-13
DOI
https://doi.org/10.62206/sajm.31.4.2024.53-83
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
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article

Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers

Kompalli Sasi Kumar, Shesadri Kiran Tharimala
South Asian Journal of Management
Consumer Behavior in Brand Consumption and Identification
article

Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers

Kompalli Sasi Kumar, Shesadri Kiran Tharimala
article en

Abstract

The South Asian Journal of Management (SAJM) is a scholarly academic journal, published quarterly, by the Association of Management Development Institutions in South Asia (AMDISA). AMDISA is an international not for profit association and a "Recognised Body" of the South Asian Association for Regional Co-operation (SAARC) - the inter-governmental agency. To know more about AMDISA and its activites please visit http://www.amdisa.org.

South Asian Journal of ManagementVol. 31(4)
Gender equality
Openalex Percentile: Top 96%
Consumer Behavior in Brand Consumption and Identification
DOISourceOpenAlex
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Does Zapping Behavior Lead to In-Film Branding? – A Study of TV Viewers — Kompalli Sasi Kumar, Shesadri Kiran Tharimala · South Asian Journal of Management (2025) | TGRS Research Map | TGRS