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.


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



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



Publication Stage



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