Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …
Luxury goods are not just about quality and craftsmanship. They are also about status, identity and social influence. But what motivates luxury consumers to buy expensive products in large emerging markets such as China and India? And how do these motivations vary across different urban and semi-urban segments of consumers within the same market? These [Read Story]
Luxury brands market their products in many large emerging markets like India and China thinking consumers are the same within these countries. Our latest research shows that significant differences exist within higher - and lower - tier cities in their consumption motivations. We provide guidance on successfully negotiating these complexities.
The LVMH's Tiffany acquisition was announced in late 2019. However, recently, rumours have emerged that LVMH has got cold fit in paying 37% premium for an acquisition in this COVID-19 era. I offer an alternative account of what may be going on behind the scene. Speculative I know, but nothing is impossible in the master negotiator Bernard Arnault's playbook. Have a read!
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.
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]
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]
Importance of consumer concerns To create and sustain long-term and mutually beneficial online and offline relationships organizations need to reduce consumers’ perceived risk; increase consumer trust and lessen security and privacy concerns. Addressing these consumer concerns is highly important because consumers increasingly rely on internet for their regular information search and purchase. The recent cyber-attacks [Read Story]
Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 6PX Overview of Professorial Lecture The modern pursuit of personal identity and style through consumption is now widely recognised and is actively encouraged by marketers. In fact, consuming for status [Read Story]
