Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …
This may come as a surprise to many readers of my website as to why am I focusing on luxury alcohol consumers and that too for India. Well, recently Euromonitor International published a very interesting report on luxury alcohol market for BRICS economics. The report shows that for luxury alcohol industry, three BRIC countries will [Read Story]
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.
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 [Read Story]
When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic [Read Story]
The article provides empirical evidence as to how others can influence purchase of luxury goods in different markets and suggests strategic managerial implications.
While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers' perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.
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.
Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read [Read Story]
