Author
Varisha Rehman
Bio: Varisha Rehman is an academic researcher. The author has an hindex of 1, co-authored 1 publications receiving 6 citations.
Papers
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TL;DR: In this paper, the applicability of the theory of self-concept in understanding the fairness paradigm has been examined in the context of Indian corporates using effective marketing strategies to cover up the potential health hazards of fairness creams.
Abstract: The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm?,A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards.,Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams.,Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset.,This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products.,This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.
9 citations
Cited by
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TL;DR: The Body Esteem Scale for Adults and Adolescents (BESAA) as mentioned in this paper has been adapted and validated among urban Indian adolescents in English, using exploratory factor analysis.
10 citations
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TL;DR: In this article, the authors examined the effect of brand anthropomorphism determinants on the chance of increasing customers' loving behavior for the hypermarket brand in a hypermarket environment.
Abstract: This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determin...
4 citations
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TL;DR: In this paper, a structured questionnaire was used to elicit feedback from 275 female respondents using the convenience sampling method, and structural equation modelling and hypotheses tests were conducted to validate the model after verifying the scale items' reliability and validity.
4 citations
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2 citations