From Packaging to Perception: Neuromarketing Principles in Women-Led Microbusinesses in Pakistan
Year: 2025
Type: article
Abstract: This research explores the intersection of microbranding, sensory experience, and emotional engagement through the lens of a small-scale jewelry brand in Pakistan. Centered around handmade floral jewelry inspired by the Victorian-era Language of Flowers, the brand utilizes storytelling, visual cues, tactile packaging, and folklore to foster customer loyalty and emotional resonance. Drawing on real-world experimentation, the paper demonstrates how narrative branding and sensory design can influence perception and purchasing behavior, particularly for microbusinesses competing in saturated online markets. The study further explores the impact of folklore, gifting psychology, and nature symbolism in customer memory formation, using methods such as packaging design, storytelling inserts, and seed-planting rituals
Author: Niazi, Sahar
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7083807862
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