•  
  •  
 
Business Review

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.

Keywords

Children, Consumer culture theory, Brand symbolism, Self identity, Pakistani culture

DOI

https://doi.org/10.54784/1990-6587.1033

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

December 14, 2020

Share

COinS

Publication Stage

Published

Submitted

14-12-2020

Published

01-07-2018

 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.