Exploring brand symbolism amongst 10 year-old urban Pakistani children
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 benchmarkin...
| Published in: | Business Review |
|---|---|
| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Administration
2018-12-01
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| Subjects: | |
| Online Access: | https://ir.iba.edu.pk/businessreview/vol13/iss2/7/ |