Luxury Brands in Emerging Markets

  • Glyn Atwal
  • Douglas Bryson
Book

Table of contents

  1. Front Matter
    Pages i-xvii
    PDF

  2. Introduction

    1. Introduction
      Glyn Atwal, Douglas Bryson
      Pages 1-4

  3. Brazil

    1. Front Matter
      Pages 5-5
      PDF
    2. Understanding the Brazilian Luxury Consumer
      Claudio Diniz, Glyn Atwal, Douglas Bryson
      Pages 7-16
    3. Novel Luxury: Made in Brazil
      Jonas Hoffmann
      Pages 17-25
    4. The Cultural Construction of Brazilian Bodies and Status
      Nacima Ourahmoune, Bernardo Figueiredo, Pilar Rojas
      Pages 26-45

  4. Russia

    1. Front Matter
      Pages 47-47
      PDF
    2. How History, Culture, and Demography Drive Luxury Consumption in Russia
      Irina Kulikova, Frédéric Godart
      Pages 49-62
    3. Distribution Options and Consumer Profiles in the Russian Luxury Market
      Daria Yadernaya
      Pages 63-69
    4. The Idiosyncrasies of Luxury Consumption in Russia
      Paul Sanders, Paulina Tsimakhovich
      Pages 70-81

  5. India

    1. Front Matter
      Pages 83-83
      PDF
    2. The Luxury Landscape in India: Consequences for the Wine Sector
      Kartik Dave, Glyn Atwal, Douglas Bryson
      Pages 85-95
    3. From Local Taste to Luxury Experience: Insights into Culinary Distinction
      Nilanjana Sinha, Himadri Roy Chaudhuri, Sitanath Mazumdar
      Pages 96-104
    4. The Rise of the Indian Female Luxury Consumer
      Glyn Atwal, Soumya Jain, Douglas Bryson
      Pages 105-116

  6. China

    1. Front Matter
      Pages 117-117
      PDF
    2. Drivers of China’s Desire for Luxury and Consequences for Luxury Brands
      Frédéric Godart, Yue Zhao
      Pages 119-129
    3. The Evolution of Luxury Consumption in China
      Serena Rovai
      Pages 130-134
    4. Connecting with the Chinese Consumer
      Kunal Sinha
      Pages 135-147
    5. Luxury in China: The End of Bling
      Ben Cavender, Kevin Der Arslanian, Conlyn Chan
      Pages 148-154
    6. Luxury Brands and Deriving Fashion Meanings in a Media Context in Hong Kong
      Tommy Tse, Len Tiu Wright
      Pages 155-164

About this book

Introduction

This book is an invaluable repository of knowledge that brings clarity to key issues and trends for practitioners, academics and students of luxury brands. It sets out to decode the luxury markets in the primary emerging markets (BRICs) and provide a rich resume of the key factors that influence the effectiveness of luxury brand strategies.

Keywords

Advertising brand business China demography Distribution Emerging Markets knowledge strategy

Editors and affiliations

  • Glyn Atwal
    • 1
  • Douglas Bryson
    • 2
  1. 1.Burgundy School of BusinessFrance
  2. 2.ESC Rennes School of BusinessFrance

Bibliographic information

  • DOI https://doi.org/10.1057/9781137330536
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2014
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-46108-0
  • Online ISBN 978-1-137-33053-6
  • About this book
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