Comparative Study of Competitors Lead to Brands Switching in Pakistan: A Case Study of Hyderabad
This research aims to examine why consumers' brand switching behaviour happened, understand the critical factors behind brand switching in Hyderabad city, and illustrate the variables that significantly affect customer engagement in fashion clothing. Using a questionnaire, a survey was done with a public audience that included both men and females. A total of 199 people completed the survey. The outcome shows that just one independent variable has been validated following the hypothesis.The analysis did not approve the other four variables: brand image,attachment, word of mouth, and environmental effect. The current study proves that comparative advertisement plays a vital role in brand switching.
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Fashion Clothing, Brands, Locale User, Hyderabad
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(1) Sanam Bhutto
Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
(2) Raj Kumar
Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
(3) Hina Marvi
Department of Architecture and Planning, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
A Multi-Modal Discourse Analysis of Meme-Marketing Strategies Used by Pakistani Brands on Instagram
This study attempts to understand meme marketing dynamics in the Pakistani online media landscape. It focuses on how Pakistani brands using memes take advantage of cultural references, wordplay, trendy template and music to engage the online user base. This study employs a qualitative design utilizing multi-modal analysis to examine 87 meme-based posts from Instagram pages of 5 Pakistani brands across 4 industries: Men’s grooming products, fragrances, ride hailing service and baking. This study is guided by theoretical frameworks such as narrative transportation theory, Shifman’s 3 meme dimensions and self-congruity theory. The findings revealed that brands used local cultural references, religious motifs, regional music and wordplay to engage their demographics. Brand logos and products were imbedded in the memes and humor styles such as self-depreciation, absurdism, sarcasm, pop-culture, visual puns and wordplay were used.
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Meme-Marketing, Pakistani Brands, Gen-Z, Narrative Transportation Theory, Self Congruity Theory, Pop-Culture, Brand Identity, Brand Prominent Meme-Marketing
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(1) Abdullah
Undergraguate, Department of Media Studies, Bahria University, Islamabad, Pakistan.
(2) Qamar Abbas
Assistant Professor, Department of Media Studies, Bahria University, Islamabad, Pakistan.
(3) Muhammad Munib Ur Rehman
MS Scholar, Department of Media Studies, Bahria University, Islamabad, Pakistan.