Paurav Shukla

PauravShukla.com (Marketing, Research, Luxury, Branding and more...)
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Is the investment on brand origin and brand image worth it? Case of luxury brands

Sunday, 16 January 2011 by Paurav Shukla

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.

You may also want to read these posts...

  • Luxury industry: cracking the conundrum of lower-tier cities across emerging markets
  • LVMH & Tiffany: The master negotiator is at play again!
  • What is your digital value strategy?
  • Published in Blog, Luxury marketing
Tagged under: Brand, brand image, brand origin, Business, India, Louis Vuitton, Luxury good, Luxury marketing, LVMH, marketing, Marketing and Advertising, Patek Phillipe, United States, watches

What goals do you strive for?

Friday, 22 October 2010 by Paurav Shukla

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
Tagged under: Carol Dweck, consumer behaviour, Education, extrinsic movitation, Goal, Health, intrinsic motivation, Learning, Mindset, Motivation, Performance, United States

Podcast: Antecedents to consumer confusion

Tuesday, 22 December 2009 by Paurav Shukla

Listen to the podcast on the ‘antecedents to consumer confusion’. The original article can be found here: Antecedents to consumer confusion in financial services industry This being my first podcast I would really appreciate any feedback on this. [podcast]http://www.pauravshukla.com/podcast/consumerconfusion.mp3[/podcast] You may also want to read these posts…Luxury branding: back to basics Influence of prospect payments

You may also want to read these posts...

  • Special issue of APJML on ‘Emerging Trends for Marketing in Asia’
  • Should luxury brands use twitter?
  • Segmenting luxury brand consumers
  • Published in Podcasts
Tagged under: Add new tag, Blog, Business, Financial services, ITunes, Podcasts, Twitter, United States

Impulsive buying behaviour in recession

Thursday, 02 April 2009 by Paurav Shukla

Researchers suggest that 90% people across the world make occasional impulse purchases. However, when asked about impulsive buying behaviour approximately 30% to 50% only classify themselves as impulsive. This highlights two interesting issues: (1) consumers’ own understanding of what is impulsive; and (2) the difference between what consumers portray and what they really do. While

You may also want to read these posts...

  • Luxury brands & interpersonal influences
  • The compromise effect in our decision making
  • Announcement: 2011 MAG Scholar Conference
  • Published in Blog
Tagged under: Advertising and Marketing, Behavior, Business, consumer, Impulse purchase, Market Research, Taylor Nelson Sofres, United States

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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…

  • Influence of prospect payments psychology and pricing
  • About me
  • What is luxury?
  • Engaging the gamers: what motivates gamers to purchase virtual goods
  • Global marketing
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Popular Posts this week

  • Segmenting luxury brand consumers 87 views
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  • What is luxury? 53 views
  • About me 42 views
  • The compromise effect in our decision making 35 views

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