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Exploring brand symbolism amongst 10 year-old urban Pakistani children

Author

Listed:
  • Saima Husain
  • Amber G. Rashid

    (Institute of Business Administration, University Road, Karachi)

Abstract

This research uses consumer culture theory and thematic analysis to study the phenomenon of brand symbolism and self-image in 10 year old Pakistani boys from the high socioeconomic class. Results reveal that 10-year-old Pakistani boys want to be seen as intelligent and mature. They start benchmarking themselves against an ideal self-image and also develop an understanding of symbolic consumption. Their sense of how different brands correlate with different age groups is well developed and their own consumption is moving in favor of brands and product categories that are patronized by adults.

Suggested Citation

  • Saima Husain & Amber G. Rashid, 2018. "Exploring brand symbolism amongst 10 year-old urban Pakistani children," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 13(2), pages 117-131, July-Dece.
    • Handle: RePEc:aho:journl:v:13:y:2018:i:2:p:117-131
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    File URL: https://businessreview.iba.edu.pk/articles/brand-symbolism.pdf
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    References listed on IDEAS

    as
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