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Professor Paurav Shukla - Inaugural Professorial Lecture


'Status Consumption: A Journey Through Time & Cultures'

Thursday 3 April 2014 6pm at our

GCU London campus at 40 Fashion Street, London, E1 6PX


Professor Paurav Shukla Paurav Shukla is a Professor of Luxury Brand Marketing at GCU. His research interests include cross-cultural consumer behaviour, luxury marketing and branding, and marketing in emerging markets. Paurav's career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner and advisor. He has published many articles in top-tier academic journals, chapters to edited books, and popular accounts of his work have appeared in the Woman's Wear Daily, Luxury Society, Business Week, National Post of Canada and LiveMint Wall Street Journal, among others. He has also delivered corporate training, teaching and consulting assignments for organisations in Europe, Asia and North Africa, and has been actively involved in funded research projects. 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 has become a defining element of new consumerist societies. However, status directed consumption is not a recent phenomenon. From the extravagance and excesses of ruling elites in earlier societies to the new business maharajas, status directed consumption behaviour has been well observed and documented. However, with the increase in the standard of living beyond wealthy elite, status consumption has percolated through to the masses who are attempting to adopt profligate lifestyles across the world. For example, brands such as LVMH, Gucci and so on have seen phenomenal growth in the last two decades. This lecture attempts a brief review of the historical trends relating to status consumption and presents several studies conducted over the past few years focusing on status consumption in the developed and emerging markets. The studies focus on socio-psychological, brand and situational influences on status consumption across the countries. Please RSVP to Should you have any queries regarding the event, please contact Chris Cadogan on 0141 331 8402 or by email on
Kind regards, Chris Cadogan Head of Conferences and Events Directorate of External and Community Relations

Glasgow Caledonian University is a registered Scottish Charity Number SC021474


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Luxury goods companies live and die for their brands. This is clearly evident in the Interbrand top 100 list. The study of product and brand management is critical for any manager in building marketing strategy because brands now-a-days are considered the most valuable assets a company can have. Many claim that they can offer a long-term competitive advantage. This module explores the nature and role of the product from the perspective of brand delivery and experience across a range of luxury sectors. It highlights the importance of effective brand management in the luxury goods and services sector through a detailed consideration of the relative literature, supported by contextual examples. In addition, it explores the role of product, as a functional and value transfer device and as a brand dimension. The module will further explore building and managing brand equity and discuss how to develop successful brand strategies. By adopting a cross-category perspective of the business models used by international luxury organisations, this module focuses on the formulation and implementation of strategy.