To assess the influence of Pakistani university student’s cultural values and lifestyles on meaning of brands Irshad hussain sarki

To assess the influence of Pakistani university student’s cultural values and lifestyles on meaning of brands Irshad hussain sarki (2012) carried out a study among university students.. This research concludes that cultural values and lifestyles of Pakistani university students have relationship with the brand meaning. This relationship shows that Pakistan university students prefer those brands which have relationship with their collectivist values and life style and try to use those brands which are useful for the all group members of the group and avoid from those which are harmful for their collectivist values. This research also concludes that the understanding of brand meaning can be predicted by the collectivist values and lifestyles of Pakistani university students. In this research the constructs of collectivist values and life style such as life satisfaction, life style, in group contact, family orientation and gender role are predicting the understanding of the brand meaning to the university students. This shows that the brands have importance to the university students of the Pakistan when they communicate the collectivist cultural meaning and provide the ways to express themselves. Irshad Hussain Sarki