Luxury Brands in Emerging Markets

Editors: Atwal, G., Bryson, D. (Eds.)

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About this book

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.

About the authors

Glyn Atwal is Associate Professor of Marketing at Burgundy School of Business, France. His teaching, research, and consultancy expertise focuses on luxury marketing and strategy. He is co-editor of The Luxury Market in India: Maharajas to Masses. Prior to academia, Glyn worked for Saatchi & Saatchi, Young & Rubicam, and Publicis.


Douglas Bryson is Professor at the ESC Rennes School of Business, France. His research is rooted in applied psychology and includes the study of creative work environments, new product adoption, issues in luxury brand management, and brand image. Douglas has experience of consulting in North America, Eastern Europe, and Central Asia.

Table of contents (19 chapters)

  • Introduction

    Atwal, Glyn (et al.)

    Pages 1-4

  • Understanding the Brazilian Luxury Consumer

    Diniz, Claudio (et al.)

    Pages 7-16

  • Novel Luxury: Made in Brazil

    Hoffmann, Jonas

    Pages 17-25

  • The Cultural Construction of Brazilian Bodies and Status

    Ourahmoune, Nacima (et al.)

    Pages 26-45

  • How History, Culture, and Demography Drive Luxury Consumption in Russia

    Kulikova, Irina (et al.)

    Pages 49-62

Buy this book

eBook $79.99
price for USA
  • ISBN 978-1-137-33053-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Download immediately after purchase
Hardcover $115.00
price for USA
  • ISBN 978-1-137-33052-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $110.00
price for USA
  • ISBN 978-1-349-46108-0
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.

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Bibliographic Information

Bibliographic Information
Book Title
Luxury Brands in Emerging Markets
Editors
  • G. Atwal
  • D. Bryson
Copyright
2014
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-1-137-33053-6
DOI
10.1057/9781137330536
Hardcover ISBN
978-1-137-33052-9
Softcover ISBN
978-1-349-46108-0
Edition Number
1
Number of Pages
XVII, 214
Topics