Client Name

AA Joyland

Faculty Advisor

Dr. Zubair Ali Shahid

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This ELP is strategically situated within the Behavioral Studies thought leadership area at IBA-SBS (Institute of Business Administration – School of Business Studies). This particular area is renowned for its unique integration of multimodal consumer neuroscience techniques. While this current project, due to its scope and practical considerations did not directly deploy advanced biometric measures such as eye tracking, facial action coding, galvanic skin response, or EEG electroencephalography through the Rashid Abdullah Consumer Neuroscience Lab and its partnership with SEARLE Pakistan it fundamentally draws on the same underlying behavioral research principles. These principles guide the interpretation of how various visual stimuli (e.g., social media content, on-site branding, promotional materials) and service interactions translate into the complex emotional responses and decisionmaking processes observed among families choosing entertainment options. In doing so this project effectively leverages IBA-SBS’s inherent strength and expertise in human behavior research to provide highly actionable insights directly applicable to AA Joyland’s overarching brand strategy and operational improvements.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

Our recommendation to implement continuous safety signaling—through visible ride-maintenance kiosks, regular fire-brigade drills, first-aid refreshers and seasonal staff training—directly supports SDG 3 by safeguarding the physical health of every visitor, reducing safety-related incidents and promoting a culture of well-being across all AA Joyland parks.

NDA

No

Abstract

The Experiential Learning Project (ELP) with AA Joyland in Karachi assessed how the company’s intended brand identity aligns with the actual brand image experienced by visitors at four family-focused venues PeekABear, Super Space, Giggle Town, and Bounce Karachi. Using a convergent mixed-methods design, we first conducted a digital audit of each outlet’s Instagram presence, benchmarking profile completeness, content strategy, engagement rates, and community management against regional best practices. We then collected customer feedback via an online survey (134 predominantly parent and young-adult respondents) and on-site interviews, yielding both quantitative metrics (80% repeat-visit intent; polarized service-quality ratings) and qualitative insights into pricing fairness, adult-inclusivity, and safety perceptions. Our analysis showed strong visual branding and the ability to evoke positive emotions: joy, nostalgia, and family togetherness, yet revealed that nearly 40 % of respondents felt ticket prices did not reflect on-site value, and staff responsiveness varied significantly across locations. To address these gaps, we propose a dynamic tiered pricing framework that aligns cost with demand and access, a “Joy Ambassador” service model to standardize guest interactions and deliver on-the-spot experience enhancements, and an omnichannel “Behind the Magic” storytelling campaign featuring safety demonstrations, staff spotlights, and authentic visitor testimonials. Additionally, creating dedicated adult comfort zones with better food and beverage offerings and photo worthy installations will improve inclusivity, while a weekly analytics review of social engagement will ensure continuous optimization of digital content. Together, these strategies aim to bridge the identity–image divide, strengthen customer satisfaction and loyalty, and reinforce AA Joyland’s position as Karachi’s premier family entertainment destination.

Document Type

Restricted Access

Document Name for Citation

AA Joyland: Assessing Brand Identity, Brand Image

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