Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

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“Naming and shaming obesity, not the person”: negative attitudes towards obesity leads to eating healthily but diet plans may backfire

The obese economy: The continuing rise in obesity rates across the world has been accompanied by an increase in anti-fat attitudes, prejudice against, and stigmatization of, overweight individuals. Rising obesity rates have caused increasing health and economic challenges because of resulting conditions such as type II diabetes, liver and cardio-vascular diseases. [Read Story]

How in-store sampling influences your choice?

Can in-store sampling motivate you to act and purchase a cosmetics product? In this research, we looked at the significant motivations driving cosmetics shopping in retail setting, and examined how in-store sampling can be used to enhance choice goal attainment. We also focused on the influence of choice goal attainment on decision satisfaction when in-store sampling is used as a promotion technique.

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Luxury marketing: exploiting the heritage code of luxury brands

Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and Louis Vuitton “Voyages” exhibition in the National Museum of China. This exercise bags a question as to can this create a win-win situation for luxury brands and museums? In the following paragraphs, I shall share my views on marketing luxury brands through exhibitions.

 

A win-win situation for marketing [Read Story]

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Call for Papers: 2013 IMRA International Conference, Zagreb, Croatia

Being a conference co-chair for the 2013 IMRA International Conference, I will like to invite the readers of my website to submit their research work at the above conference. The conference is organized by IMRA in collaboration with Rochester Institute of Technology (RIT) / American College of Management & Technology (ACMT) in Zagreb, Croatia. The 2012 conference organized by IMRA in London was a grand success with more than 110 participants from 33 countries attending the conference. The theme of the conference is ‘Management in an Interconnected World’. The increasing penetration of technology in every sphere of life across the [Read Story]

How in-store sampling influences your choice?

Can in-store sampling motivate you to act and purchase a cosmetics product? In this research, we looked at the significant motivations driving cosmetics shopping in retail setting, and examined how in-store sampling can be used to enhance choice goal attainment. We also focused on the influence of choice goal attainment on decision satisfaction when in-store sampling is used as a promotion technique.

The local dimension of luxury

[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 non-luxury, I somehow struggled with the idea of ‘internationalization’. The authors argue using an interesting point that a significant part of luxury brand’s business relies on consumers who are far from home country. This means that the other consumers in different markets must also realise the brand [Read Story]

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