Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Luxury industry: cracking the conundrum of lower-tier cities across emerging markets

Luxury brands market their products in many large emerging markets like India and China thinking consumers are the same within these countries. Our latest research shows that significant differences exist within higher - and lower - tier cities in their consumption motivations. We provide guidance on successfully negotiating these complexities.

2021-10-27T21:36:53+00:00By |Categories: Blog|Tags: , , , , |

LVMH & Tiffany: The master negotiator is at play again!

The LVMH's Tiffany acquisition was announced in late 2019. However, recently, rumours have emerged that LVMH has got cold fit in paying 37% premium for an acquisition in this COVID-19 era. I offer an alternative account of what may be going on behind the scene. Speculative I know, but nothing is impossible in the master negotiator Bernard Arnault's playbook. Have a read! 

2021-10-27T18:34:33+00:00By |Categories: Blog, Luxury marketing|Tags: , , , , , |

A potential solution to the trillion dollar digital shopping cart abandonment challenge

Digital shopping cart abandonment is a trillion dollar problem that is prevalent across the e-commerce industry irrespective of the sector. Our research sheds light on how to solve this challenge using the self-regulation motivation.

What is your digital value strategy?

Value is a fundamental driver for consumer decision making. However, many organizations are unclear about what value consumer derive from their products or services. Moreover, this is even more complicated in the digital environment. Using research over the past decade, I provide a strategic toolkit to think and thrive through developing and managing digital value for your organization. 

2021-10-27T18:34:34+00:00By |Categories: Blog, Luxury marketing, Technology|Tags: , , , |

Engaging the gamers: what motivates gamers to purchase virtual goods

Virtual goods market generates more than $15 billion in annual revenue globally and is rising rapidly. We demonstrate how and which extrinsic and intrinsic motivations influence gamers to engage and purchase virtual goods. In examining the interactive effects of individual- and group-level variables, we uncover the social influence dynamics that drive virtual purchase behaviour. Thus, we answer if the virtual economy-based purchase behaviour demonstrates an extension of real-world behaviour.

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

“Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire

The obese economy: The continuing rise in obesity rates across the world has been accompanied by an increase in anti-fat attitudes, prejudice against, and stigmatization of, overweight individuals. Rising obesity rates have caused increasing health and economic challenges because of resulting conditions such as type II diabetes, liver and cardio-vascular diseases. Governments across the world are [Read Story]

Synthetic diamonds are forever too, or are they!

  Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. Technological advances has resulted in their growing use and acceptance in industry – but cracking the luxury consumer market is the final frontier. This is in large part to do with the the way consumers place value [Read Story]

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