Marketing, luxury, branding and more…. – Page 10 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

They are not all same (Part 2): Differences in Asian Luxury Consumption

In the part 1, I discussed how many luxury brands are failing across Asia as they treat Asian consumers as a homogeneous group and how it led my co-authors and I to examine this phenomenon in-depth. Using the value perceptions framework and theory of impression management, we [Read Story]

Does competitive intelligence help improve the bottomline? (Part 2)

In my last post on competitive intelligence, I discussed how competitive intelligence can help improve the bottomline in emerging markets. In our article published in [Read Story]

Does competitive intelligence help improve the bottomline? (Part 1)

Does competitive intelligence help improve bottomline? This post answers this question based on one of our recent research studies.

Download my latest book on

Marketing Research!

0

Days

0

Hrs

0

Min

0

Sec

Click here to get it for FREE!

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.

Special issue of APJML on ‘Emerging Trends for Marketing in Asia’

We are happy to announce a special issue of 'Asia Pacific Journal of Marketing and Logistics' on 'Emerging Trends for Marketing [Read Story]

Luxury brands & interpersonal influences

The article discusses the importance of interpersonal influences in consumption decision and why it is important in the context of luxury however has not been tested till date. Provides avenues of how it can be explored in the case of luxury.

Luxury branding: back to basics

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 response and approach to marketing their products, many luxury brands are finding it hard to stay ahead of the peck.

In this scenario, many luxury brands have decided to move beyond their niche and diversify very quickly into other market spaces which the consumer may not associate with [Read Story]

The Independent: Can luxury fashion brands ever really be inclusive?
Escaping the 'wild swings' of the stock market: Why Elon Musk should take Tesla private
How brands that disguise their origins do damage to their bottom line
Why Elon Musk should take Tesla private
Researchers find ad campaigns effective in cutting alcohol-fueled sexual advances

Listen to my latest radio interview

Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society

Beyond Bling: The role of conspicuous consumption in today’s society 6th November 2012, 3pm – 5pm Clarence Room, Hilton Metropole, Brighton - BN1 2FU Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly invited to participate in the seminar ‘Beyond Bling: The role of conspicuous consumption in today’s society’ funded by the ESRC Festival of Social Science and hosted by the University of Brighton Business School. The growing economic and social importance of conspicuous consumption has become a [Read Story]

Wooing Indian luxury alcohol brand consumers

Wooing Indian luxury alcohol brand consumers

This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will be the runner-ups after the US in terms of absolute value growth in luxury alcohol, and India and China are predicted the highest CAGRs over 2012-2017. Source: Euromonitor (2012), Luxury alcohol in the BRICS: How the BRICS are reshaping the luxury alcohol industry [Read Story]

Massification of Luxury: the Chinese Invasion

[podcast]http://www.pauravshukla.com/podcast/luxurychina.mp3[/podcast]

Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post is an attempt to highlight that.

For the last three or four centuries the Europeans have led the luxury market. The production and [Read Story]