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Exploring Brand Symbolism Amongst 10 Year-Old Urban Pakistani Children, Saima Hussain, Amber Gul Rashid
Exploring Brand Symbolism Amongst 10 Year-Old Urban Pakistani Children, Saima Hussain, Amber Gul Rashid
Business Review
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.
The Curious Case Of Capri Facewash, Nida Aslam Khan, Jami Moiz
The Curious Case Of Capri Facewash, Nida Aslam Khan, Jami Moiz
Business Review
This case focuses on the factors that lead to the failure of new products in the marketplace. It discusses the case of Capri facewash in the beauty and personal care category in Pakistan. Capri was unable to sustain its facewash in the market mainly because of a disorganized and unsystematic marketing plan. The case highlights managerial implications and recommendations pertaining to the facewash category. It adds to product literature and will generate more lines of inquiry particularly in the South Asian region.