Bernadette Kamleitner, Abul Khair Jyote
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of pl...
Abul Khair Jyote, Dhritiparna Kundu
The Halal concept commonly concerns Muslim consumers. But nowadays, it is also being attractive for non-Muslim customers. The rising anxiety on health, a halal diet business strategy nowadays has huge budding in taking non-Muslim as a target audience as well. General consumers are not only adopting ...
Sudhir Rana, Abul Khair Jyote, Suman Prosad Saha, Zakia Binte Jamal
The present study aims to investigate the influence of specific digital marketing tools on brand awareness and the online shopping behaviour of Bangladeshi consumers. Data were collected from 280 respondents. The collected data were analysed using the partial least squares structural equation modell...