Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Saturday, 11 August 2012 by Paurav Shukla

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton – BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly

You may also want to read these posts...

  • Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline
  • “Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire
  • Synthetic diamonds are forever too, or are they!
  • Published in Blog, Latest Qs & Reviews, Luxury marketing
Tagged under: bling, branding, conspicuous, consumption, esrc, event, Luxury marketing, marketing, seminar
Competitive intelligence

Does competitive intelligence help improve the bottomline? (Part 2)

Monday, 21 May 2012 by Paurav Shukla

In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In our article published in Journal of Business and Industrial Marketing, we observed that Competitive Intelligence (CI) activities have an impact on the market performance of Indian firms. In this post, I want to focus

You may also want to read these posts...

  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • Invite: Status Consumption: A Journey Through Time & Cultures
  • How in-store sampling influences your choice?
  • Published in Blog
Tagged under: competition, Competitive intelligence, environmental forces, India, macro, marketing, micro
competitive intelligence

Does competitive intelligence help improve the bottomline? (Part 1)

Sunday, 15 April 2012 by Paurav Shukla

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

You may also want to read these posts...

  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • Wooing Indian luxury alcohol brand consumers
  • Effect of interpersonal influences on luxury consumption: empirical evidence
  • Published in Blog, Podcasts
Tagged under: bottomline, business intellingence, competition, competitive intellingence, emerging markets, environmental scanning, financial, India, market intelligence, marketing, Performance
Chinese New Year of Dragon and luxury

What is your Chinese New Year luxury strategy?

Tuesday, 17 January 2012 by Paurav Shukla

“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is the true star of the region” – Claudia D’Arpizio (Bain & Co. Analyst)   China: the luxury market for present and future While the high-end luxury goods market is stagnant or decelerating for many

You may also want to read these posts...

  • Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader
  • The compromise effect in our decision making
  • Thriving on consumer irrationality
  • Published in Blog, Luxury marketing
Tagged under: branding, China, Chinese new year, growth, Luxury marketing, marketing, Marketing strategy, strategy
Luxury Brands: Good to Great

What makes a good luxury brand great?

Thursday, 08 December 2011 by Paurav Shukla

The article discusses why some luxury brands become larger than life and are called great while others can’t seem to break the barrier.

You may also want to read these posts...

  • What is luxury?
  • The local dimension of luxury
  • Massification of Luxury: the Chinese Invasion
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Brand, branding, financial, functional, good to great, history, Luxury marketing, multi-dimensional, perceptions, personal, Social, value
Luxury brand value model

Comparing the luxury brand value

Monday, 24 October 2011 by Paurav Shukla

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

You may also want to read these posts...

  • Influence of prospect payments psychology and pricing
  • Luxury brands & interpersonal influences
  • How many times have you been mis-sold?
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand value, consumer, India, Luxury good, Luxury marketing, value
Luxury brand LVMH at China National Museum

Luxury marketing: exploiting the heritage code of luxury brands

Sunday, 10 July 2011 by Paurav Shukla

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and

  • Published in Blog, Luxury marketing
Tagged under: Brand, branding, dior, Frida Giannini, Kate Middleton, Louis Vuitton, Luxury brands, Luxury good, Luxury marketing, Museums, National Museum of China, Pushkin Museum
Luxury branding: barbie jewellary

Luxury branding: back to basics

Thursday, 19 May 2011 by Paurav Shukla

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic

You may also want to read these posts...

  • Consequences of consumer confusion
  • Podcast: Antecedents to consumer confusion
  • Antecedents to consumer confusion in financial services industry
  • Published in Blog, Luxury marketing
Tagged under: Anna Sui, Brand, Business, Facebook, Louis Vuitton, luxury branding, Luxury good, Luxury marketing, Market Research, Marketing and Advertising
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Latest mass media appearances

  • Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
    Taking Tesla private may work for Musk and retain the luxury brand image.
  • How brands that disguise their origins do damage to their bottom line
    When brands try to disguise their origin and are found out later on, it can have a significant impact on their bottom-line.
  • Why Elon Musk should take Tesla private
    Taking Tesla private may help retain the luxury image of the brand in consumers' minds.
  • Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances
    Research by Prof. Shukla has shown than publicity campaigns can help combat alcohol-fueled sexual contact.
  • NewsWeek - Why the perceived value of lab-made diamonds is on the up
    Although synthetic, lab-made diamonds are similar in quality to natural ones.
  • Business Insider - Lab-made diamonds are posing threat to the natural ones
    Lab-made, synthetic diamonds are becoming increasingly similar in quality, cut, and clarity to natural ones. How they pose challenge to the natural diamond industry.
  • Scroll.in - How lab-made diamonds are stealing the shine (and market share) from natural ones
    More than 95% of industrial diamonds are synthetic, so why aren't more people using them in engagement rings?
  • The Conversation - How lab-made diamonds are stealing market share from natural ones
    Why value perceptions remain the final frontiers to crack the consumer market for synthetic diamond industry.
  • The Guardian - The luxury market is tricky to crack but the rewards can be great
    Businesses selling high-end products face low volume sales and fierce competition. But with the right branding, the sense of customer loyalty can’t be beaten.
  • Businessoffashion.com - Luxury Brand Balancing Act
    Are luxury brands upsetting the delicate balance that made them desirable in the first place? Is luxury fashion becoming too mass?

What others are reading now…

  • What is luxury?
  • Pie Register – Login
  • Segmenting luxury brand consumers
  • Luxury branding: back to basics
  • Teaching
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Popular Posts this week

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Twit in…

8 days agoThe regulations and its regulatory execution will have to be more and more proactive if we want to have a positive… https://t.co/aDHEoLcgfj
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