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Shoaib Muhammad Farooq

PhD Research Student

Title of Research: Understanding Brand Evolution: A Macromarketing Perspective

Shoaib May 2018 1-4Qualifications: Bachelor of Pharmacy, University of Karachi, Pakistan; Master of Business Administration (Marketing), SZABIST, Karachi, Pakistan.

Area of PhD Research: Macromarketing, Brand Development, Brand Evolution, Marketing Systems, Social Marketing, Societal Marketing, Sustainable Development.

PhD Start Date: 1 May 2018

Supervisors: Associate Professor Ben Wooliscroft & Dr Alexandra Ganglmair-Wooliscroft

Email: shosh332@student.otago.ac.nz

Research Summary:

Brands stand at the core of marketing because they are a significant value source. In contemporary marketing literature, brands have been described in many ways and recently, marketers, anthropologists, historians, and sociologists are emphasizing on a cultural paradigm to understand brands and acknowledge the importance of brands in a society.


Brands can be one of the entities in a marketing system or they may be the marketing system themselves and changes in marketing systems are postulated to have an immediate impact on the wellbeing of the community. This highlights that brands create an impact in a larger context having a much larger scope than previously thought. This research aims to explore brand development and evolution from a macromarketing perspective highlighting the value creation processes taking place in marketing systems. It would foster the idea of brands as value sources validating their impact on society welfare and quality of life and enable the scholars to address related branding concerns from a macromarketing perspective.

Conference Paper:

Role of Brand Communication and Brand Experiences in creating Service Loyalty – Empirical Evidence from Consumer Banking in Pakistan. Paper presented at 2nd National Research Conference on Management and Business (NRCMB) at SZABIST, Karachi, Pakistan, November, 2017.