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  • © 2014

Luxury Brands in Emerging Markets

Palgrave Macmillan

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eBook USD 129.00
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  • ISBN: 978-1-137-33053-6
  • Instant PDF download
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  • Tax calculation will be finalised during checkout
Softcover Book USD 169.99
Price excludes VAT (USA)
Hardcover Book USD 169.99
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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xvii
  2. Introduction

    1. Introduction

      • Glyn Atwal, Douglas Bryson
      Pages 1-4
  3. Brazil

    1. Front Matter

      Pages 5-5
    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
    2. How History, Culture, and Demography Drive Luxury Consumption in Russia

      • Irina Kulikova, Frédéric Godart
      Pages 49-62
    3. The Idiosyncrasies of Luxury Consumption in Russia

      • Paul Sanders, Paulina Tsimakhovich
      Pages 70-81
  5. India

    1. Front Matter

      Pages 83-83
    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
    2. Connecting with the Chinese Consumer

      • Kunal Sinha
      Pages 135-147
    3. Luxury in China: The End of Bling

      • Ben Cavender, Kevin Der Arslanian, Conlyn Chan
      Pages 148-154

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.

Keywords

  • Advertising
  • brand
  • business
  • China
  • demography
  • Distribution
  • Emerging Markets
  • knowledge
  • strategy

Editors and Affiliations

  • Burgundy School of Business, France

    Glyn Atwal

  • ESC Rennes School of Business, France

    Douglas Bryson

About the editors

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.

Bibliographic Information

Buying options

eBook USD 129.00
Price excludes VAT (USA)
  • ISBN: 978-1-137-33053-6
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 169.99
Price excludes VAT (USA)
Hardcover Book USD 169.99
Price excludes VAT (USA)