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

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 discovered some very interesting differences [Read Story]

They are not all same (Part 1): how Asian consumers differ in their luxury consumption – case of India

  While luxury in Asia is booming with the rise of new money and an affluent consumption class the picture is not rosy for all the luxury brands emerging within or outside of Asia. Some stellar examples of struggle involve Prada and Mulberry in China, Aigner and de Grisogono in India and Ermenegildo [Read Story]

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