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Research papers

Bollywood drama in the research world

The study demonstrates that the concept of Dramaturgy can be successfully applied in consumer research to explore complex phenomenon such as multiple identities and relate these with needs, aspirations and behaviour. It is an effective substitution...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Sandeep Dutta, Daisy Tanwani, Kavita Rahman Gulati
Company: KANTAR TNS Malaysia
May 13, 2014
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Citation

Dutta, Tanwani and Gulati (2014a, May 13). Bollywood drama in the research world. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/bollywood-drama-in-the-research-world