• DOI:10.1177/097215091101200202
Corpus ID: 145725139

Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications

@article{Verma2011SkinE,
  title={Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications},
  author={H. Verma},
  journal={Global Business Review},
  year={2011},
  volume={12},
  pages={193 - 211}
}

H. Verma

Published 2011

Economics

Global Business Review

Fairness of skin objectively refers to a certain level of pigmentation of skin. But in the culturally constructed world it is embedded with socially defined meaning. The pull for developing skin fairness stems from culturally held meaning and its role in negotiation of life roles and goals. Brand builders in the skin fairness market require cultivation of a deeper knowledge of psycho-social significance of fairness. The premium attached to fair skin is only a manifestation of some below the… CONTINUE READING

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