AN EXPLORATORY RESEARCH ON EFFECTIVENESS OF CELEBRITY ENDORSEMENTS AND ITS RELATION WITH BRAND RECALL IN REFERENCE TO THE INDIAN CONTEXT

Abstract

Shifting the model of traditional business for selling digital products related to physical media to online globe leads to the requirement for a system to secure digital intellectual property. DRM (Digital Right Management) is a system to secure greater value digital properties and handle the usage and distribution of those digital properties. This study presents a review of present state of digital rights management concentrating on security techniques underlying legitimate suggestions and major drawbacks to deployment of digital rights management with the target of offering a better understanding of what are happening presently to management of content on a technological and legal basis and prepared well for holding future possibilities.