Marketing, luxury, branding and more…. – Page 24 – Paurav Shukla, globally renowned expert in marketing, luxury, branding and more….

Comparing the luxury brand value

Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.

What do teachers make? – An inspiring poem

Came across this fabulous poem by Taylor Mali on What do teachers make? The poet puts it in words so beautifully, I could not resist [Read Story]

Status (luxury) consumption in cross-national context: Managerial implications

[podcast]http://www.pauravshukla.com/podcast/status2.mp3[/podcast] In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published [Read Story]

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Re-negotiate the contract

A year after the BIG mining company had signed a 10 year long term contract with a foreign buyer to buy [Read Story]

Research, what research?

Today, while looking through BBC website I came across this story about left and right handed people and the differences in [Read Story]

The culture conundrum

Mr. Geddy Teok, an American – Chinese (second generation) employee of a large New Jersey pharmaceutical firm, was based in Tokyo, [Read Story]

Status (luxury) consumption among British and Indian consumers

[podcast]http://www.pauravshukla.com/podcast/status1.mp3[/podcast]

Recently one of my research papers got published in the ‘International Marketing Review’. It focused on comparing the status consumption tendencies of British and Indian consumers. In this post, I shall focus on the findings of this study.

Firstly, let me define what status consumption is and how it affects our behaviour? Researchers define status consumption as the consumers’ behaviour of seeking to purchase goods and services for the status they confer, regardless of consumer’s objective income or social class. Status consumption generally involved high-end expensive luxury products. They are not consumed by most people regularly but only at the social events of [Read Story]

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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.

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 in Asia' guest edited by Prof. Kim-Shyan Fam, Prof. Ernest de Run and me. Asia is a continent of paradoxes. It has some of the fastest growing economies of the world, the largest populace, and some of the wealthiest as well as the poorest societies in the world. It also possesses rich web of cultural complexities. Since the days of the Silk Route, Asia has always fascinated historians, merchants, philosophers and rulers from other parts of the world. Recently [Read Story]

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

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 among consumers in three largest emerging economies of Asia, namely, China, India and Indonesia.

In the first part, I wrote about what Indian consumers’ value the most and how to specifically market to these consumers. In this part, I will offer comparative [Read Story]