Branding: The Socio-Psychological Impacts on Low Income Adolescents of Pakistan

Branding: The Socio-Psychological Impacts on Low Income Adolescents of Pakistan

Maryam Jabbar
Queen Mary, University of London

Mashkur Zaman
Queen Mary, University of London

Abstract

This paper aims to answer the question: Are there any relationship between the effect of branding and materialistic behavior of low-income adolescents of Pakistan (aged 17-25). The paper incorporates quantitative measures to empirically test the formulated hypotheses of the study with the reference to previous works of different authors in addressing the effect of branding on low-income adolescents of Pakistan. A total of 100 specific (i.e. age 17-20 & 21-25) respondents participated (final sample size = 60) in the survey from two sets of universities in two different locations (Islamabad & Lahore) at Pakistan.
 The classification helps to understand the impact of brands on susceptible young adults in developing materialistic behavior of an emerging nation. The papers is intended to serve as an indication for parents, educators and policy makers willing to understand materialistic behavior in young adolescents.

Keywords: Branding, Low Income adolescent, consumption practices


Cite: Jabbar, M. & Zaman, M. (2014). Branding: The Socio-Psychological Impacts on Low Income Adolescents of Pakistan. International Journal of Business & Management (Toronto), 1(2), 53-72