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

Luxury branding: back to basics

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 [Read Story]

Effect of interpersonal influences on luxury consumption: empirical evidence

The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.

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.

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, [Read Story]

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 [Read Story]

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, [Read Story]

Announcement: 2011 MAG Scholar Conference

For those of you who are researching the Asian economies, this is an interesting chance to participate in the debate. The ‘Marketing in Asia Group’ (MAG) is organizing the 2011 MAG Scholar Conference in Christchurch, New Zealand. MAG consists of more than 400 researchers from all over the world and this conference will be a [Read Story]

What is luxury?

When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. My response to that was “luxury is a state of mind. It is about how you carry yourself and fulfil yours as well as others desires”. My idea focused on the issue of luxury [Read Story]

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