Kumar, V.2024-07-052024-07-052021Paulich, B.J., & Kumar, V. (2021). Relating entertainment features in screenplays to movie performance: an empirical investigation. Journal of the Academy of Marketing Science, 49, 1222-1242. https://doi.org/10.1007/s11747-021-00794-yhttp://ir.mica.ac.in/handle/123456789/7991enRelating entertainment features in screenplays to movie performance: an empirical investigation by V. KumarArticle