Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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Invite: Status Consumption: A Journey Through Time & Cultures

Monday, 10 March 2014 by Paurav Shukla

  Inaugural Professorial Lecture entitled ‘Status Consumption: A Journey Through Time & Cultures’ Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status

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, Luxury marketing
Tagged under: branding, culture, GCU London, Luxury marketing, marketing, Research, status

The local dimension of luxury

Monday, 01 March 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/local-luxury.mp3[/podcast] Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation. While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from

You may also want to read these posts...

  • Make them ‘buy now’: How to make users comfortable in buying through your website?
  • How in-store sampling influences your choice?
  • Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Asia, Brand management, Brighton, Business, conspicuous, France, Gujarat, India, Luxury good, Luxury marketing, marketing, status

Status (luxury) consumption in cross-national context: Managerial implications

Saturday, 23 January 2010 by Paurav Shukla
[podcast]http://www.pauravshukla.com/podcast/status2.mp3[/podcast] 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

You may also want to read these posts...

  • Does competitive intelligence help improve the bottomline? (Part 1)
  • What is your Chinese New Year luxury strategy?
  • What makes a good luxury brand great?
  • Published in Blog, Luxury marketing, Podcasts
Tagged under: Add new tag, Brand, Business, conspicuous consumption, Consulting, India, luxury consumption, Luxury marketing, marketing, Marketing and Advertising, Marketing strategy, status, status consumption

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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…

  • Pie Register – Login
  • What is luxury?
  • The compromise effect in our decision making
  • Teaching
  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
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Twit in…

16 days ago@Honda have announced that they are coming up with a Level 3 autonomous car next month in #Japan. Are you willing t… https://t.co/XKUu11gP7C
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