Is the investment on brand origin and brand image worth it? Case of luxury brands
While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers’ perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.
- Published in Blog, Luxury marketing
Special issue of APJML on ‘Emerging Trends for Marketing in Asia’
We are happy to announce a special issue of ‘Asia Pacific Journal of Marketing and Logistics’ on ‘Emerging Trends for Marketing in Asia’ guest edited by Prof. Kim-Shyan Fam, Prof. Ernest de Run and me. Asia is a continent of paradoxes. It has some of the fastest growing economies of the world, the largest populace,
- Published in Latest Qs & Reviews
Luxury brands & interpersonal influences
The article discusses the importance of interpersonal influences in consumption decision and why it is important in the context of luxury however has not been tested till date. Provides avenues of how it can be explored in the case of luxury.
- Published in Blog, Luxury marketing
What goals do you strive for?
Recently I was listening to the book ‘Drive’ by Daniel Pink wherein the author discusses how the present day motivational philosophy of focused on rewards and punishment falls short in today’s environment. While listening to the book one of the interesting concepts I came across was the idea of ‘performance goals’ vs. ‘learning goals’. Performance
- Published in Latest Qs & Reviews
Should luxury brands use twitter?
Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read
- Published in Blog, Luxury marketing
Segmenting luxury brand consumers
In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) to conform and (b) to demonstrate uniqueness. In sociology and psychology this has led to creation of various terms such as fitting in or standing out, in-group vs. out-group behaviour,
- Published in Blog, Luxury marketing
Waving Good bye to Google Wave: Lessons in positioning
A year ago, when it was launched, it was one of the most hyped products (service) from Google. It was hailed as the next generation of communication and the big G was promoting it as everyone will move away from regular email and will use Google Wave. Today, it was announced that Google “doesn’t plan
- Published in Latest Qs & Reviews
Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader
While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate was PR driven rather than having any talk of substance. Apple won praise of customers and non-customers alike because it stayed at the upper spectrum debate previously. It looked at
- Published in Blog
