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
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
Podcast: Antecedents to consumer confusion
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
- Published in Podcasts
Impulsive buying behaviour in recession
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
- Published in Blog