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

Werther effect (the power of negative news)

The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel titled The Sorrows of Young Werther (German: Die Leiden des jungen Werthers). Finished in six weeks of intensive writing during January–March 1774, the novel instantly made the 24-year-old Goethe one [Read Story]

Effect of interpersonal influences on luxury consumption: empirical evidence

The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.

Consequences of consumer confusion

[podcast]http://www.pauravshukla.com/podcast/consumerconfusion1.mp3[/podcast] As stated in my earlier post 'antecedents to consumer confusion', I shall focus on consequences of consumer confusion in this post. The earlier post focused on three important antecedents to consumer confusion namely; expectations, attribute confusion and information confusion in the context of financial services industry (i.e. banks, insurance. credit card, mortgage and other [Read Story]

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