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Developing a Conceptual Framework for understanding Luxury BrandConsumption in India and ChinaAuthor 1: Dr. Varsha Jain* (PhD, MBA)Research Fellow, Head Division of Integrated Marketing communicationMudra Institute of Communications ResearchShela, Ahmedabad – 380058IndiaPhone: 09714621155varsha.micore@micamail.in, varsha8075@yahoo.co.inAuthor 2: Dr. Ashok Ranchhod (PhD, FCIM)Reader, Winchester School of ArtUniversity of South HamptonUnited KingdomPhone: 00-447855958024a.ranchhod@soton.ac.uk, ranchhod@gmail.com*Correspondence AuthorProfile of authorsAuthor 1: Dr. Varsha Jain (PhD, MBA)Dr. Varsha Jain is a Research Fellow and division head of integrated marketing communication at theMudra Institute of Communications Research in Ahmedabad. She has 26 publications in international,national and trade journals and book chapters to her credit in the last 4 years. Her papers are published inInternational Journal of Mobile Marketing, Young Consumers (Emerald), Vikalpa (IIM-A Journal), MediaAsia (NTU, Singapore), WARC (World Advertising Research Council, UK) etc. She reviewed papers ofAMIC conference in 2009, 2010 and 2011, Vikalpa (IIM-A‘s journal), Journal of CreativeCommunications (Sage Publication) and book chapters on integrated marketing communication forOxford University Press and on strategic brand management for Sage Publication. She has presented 18research papers within 4 years at national and international conferences such as Asian Media InformationCentre (AMIC, NTU, Singapore in 2009, 2010 and 2011), IIM Lucknow, IIM Indore, IMT GhaziabadICFAI, Hyderabad etc. She was chairperson at AMIC (Singapore) international conference in 2010. Herpapers were among the best papers at many conferences and got published by the conference organizerssuch as AMIC in 2009. She does research in the area of advertising and branding.
Author 2: Ashok Ranchhod, BSc., MSc., MBA, PhD, FCIMAshok Ranchhod is now Reader at the Winchester School of Art, University of Southampton. He waspreviously serving as the Director of the Mudra Institute of Communications Ahmedabad (MICA), the topCommunications School in India.He was also a Research professor at Southampton Business School for several years. Ashok has publishedextensively on e marketing in Journals such as the International Journal of Advertising and the Journal ofInformation Technology. He sits on the Editorial Boards of the Journal of Small Business and EnterpriseDevelopment, the Journal of e-Commerce Research and the Journal of the International Mobile MarketingAssociation.. He has undertaken consultancy work for major organisations and has written case studies oncompanies in several different sectors of industry for the Chartered Institute of Marketing. Prior to hiswork in academia, he was the Managing Director of Microplants, a biotechnology company based inDerbyshire.In addition to the published papers he has received prizes for his papers at the Academy of Marketing andThe British Academy of Management. Currently his research is into e-commerce and corporate socialresponsibility. He leads a team of research students in these areas. He has published over fifty papers sofar. Ashok is a Senior Examiner for the Chartered Institute of Marketing (CIM) and a Tutor at HenleyManagement College. Currently he is an External Examiner at Ashridge. He holds VisitingProfessorships at the University of Angers (France), Winchester School of Art (University ofSouthampton) and Napier University (Scotland). In recognition of his services to business and marketinghe was made a Fellow of the Chartered Institute of Marketing in 2000. He is also a Trustee of CAM(Communication Advertising and Communications). Over the last ten years he has won several bids forresearch. Ashok (with Calin Gurau) has also published the second edition of Marketing Strategies: AContemporary Approach published by Pearson Education.Developing a conceptual Framework for understanding Luxury Brand Consumption in India andChinaAbstractThe luxury market has shown great potential in emerging countries such as India and China. The Indianluxury market is valued at US $ 3 billion and the luxury market in China is currently worth US $ 10.7billion. It is expected that the luxury market in India will grow to US $ 30 billion and Chinese luxurymarket will settle at US $ 27 billion by 2015. This paper focuses on the perceptions of the consumers inthese nations together with models of interaction with the segments targeted by luxury brands. Thedifferences between India and China are compared and contrasted. The secondary research that has beencarried out indicates that the consumers in India and China have different perceptions of luxury based ontheir historical, social and economic backgrounds. The resultant opinions emphasize display ofextravagance in India and ‗face‘ representation in China. The industry implication of this paper is thatthrough an understanding of the different perceptions of luxury, marketers can formulate their brandingstrategies in India and China. In order to undertake further research in this important area, a set ofhypotheses have been proposed for testing.Keywords: Meaning of Luxury, Perception of Luxury, India and China
Page 1 and 2: Proceedings2012 ACADEMY OFINDIAN MA
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Page 6 and 7: A few studies have explored audienc
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Page 14 and 15: 1. IntroductionLuxury has its origi
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Page 46 and 47: DiscussionThe key insights from the
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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