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 [...]
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.
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, [...]
This is a module for the MSc Marketing students. The present day strategic orientation to marketing has evolved through multiple stages and it calls for using systems and methods, which can enhance the responsiveness of the firm to its stakeholders. The crux of effective marketing action is contingent upon continuous and real-time planning, analysis, implementation [...]
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, [...]
In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications. Image by minxlj via Flickr To briefly summarise the study, it focused on [...]
This course is designed to enhance the analytical capability of the participant using basic as well as advance techniques and tools of marketing research. A management student is believed to be a good analyst in the corporate world. To give justice to the same a student must learn the process of marketing research. S/he should [...]