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PurposeGiven the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan.Design/methodology/approachQualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data.FindingsResults indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms.Originality/valueThis study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.

The problem of male violence against women in intimate relationships has been addressed by the feminist literature over past four decades, but little work exists on the experiences of Pakistani women. This study aimed to explore the experiences of Pakistani women in Scotland who have suffered marital violence. It was based upon feminist perspective and employed qualitative methodology. Interviews with eighteen Pakistani women were carried out. The findings from this study extend an understanding of marital violence in the context of extended family where the perpetrator of violence against a wife is not just a husband but the mother-in-law also. Thus it complicates the understanding of family as site of violence that is not dyadic in nature. The findings also reveal that women can be both victims and perpetrators in their life time when seen through their position in life cycle based hierarchies in their marital homes.