Dr. Raghu Kurthakoti, Assistant Professor of Marketing, presented “Brand: Character Association and Attitude Toward Brands in Movie Placements” at the Society for Marketing Advances annual conference, October 31-November 3, in Orlando, Fla. Co-authored with Dr. Siva K. Balasubramanian, Associate Vice Provost at the Illinois Institute for Technology, and Dr. Suzanne A. Nasco, Director of M.B.A. Programs at Southern Illinois University Carbondale, Kurthakoti’s paper discusses a study that examines the impact of brand-character association on consumer attitude toward the placed brand.