This book studies the phenomena of postmodernism, focusing specifically on the influence of self-identity on the brand consumption culture of the Pakistani postmodern consumer. It attempts to explore the largely unexplored area of symbolic consumption of brands and the role a consumers self-image plays in the choices and decision making related to brands. The book explains the emerging field of postmodern marketing and its elements of hyper reality, fragmentation, deconstruction of hierarchies and pastiche. The unpredictable postmodern consumer can no longer be stereotyped. Brand consumption...
This book studies the phenomena of postmodernism, focusing specifically on the influence of self-identity on the brand consumption culture of the Paki...