Luxury Brands in Emerging Markets [Hardcover]

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.PART I: BRAZIL 1. Understanding the Brazilian Luxury Consumer; Claudio Diniz, Glyn Atwal and Douglas Bryson 2. Novel Luxury: Made in Brazil; Jonas Hoffmann 3. The Cultural Construction of Brazilian Bodies and Status: A Socio-Semiotic Approach to Luxury Brands; Nacima Ourahmoune, Bernardo Figueiredo and Pilar Rojas PART II: RUSSIA 4. Deciphering the Russian Puzzle: How History, Culture, and Demography Drive Luxury Consumption in Europe's Largest Country; Irina Kulikova and Fr?d?ric Godart 5. Identifying Distribution Options and Consumer Profiles in the Russian Luxury Market; Daria Yadernaya 6. The Idiosyncrasies of Luxury Consumption in Russia; Paul Sanders and Paulina Tsimakhovich PART III: INDIA 7. The Luxury Landscape in India: Consequences for the Wine Sector; Kartik Dave, Glyn Atwal and Douglas Bryson 8. From Local Taste to Luxury Experience: Insights into Culinary Distinction; Nilanjana Sinha, Himadri Roy Chaudhuri and Sitanath Mazumdar 9. Sugar and Spice: The Rise of the Indian Female Luxury Consumer; Glyn Atwal, Soumya Jain and Douglas Bryson PART IV: CHINA 10. From China to the World: What Drives China's Taste for Luxury and what it means for Luxury Brands; Fr?d?ric Godart and Yue Zhao 11. Hunting the Luxury Dragon: Following the Trail and Foreseeing the Path of Luxury Consumption in China; Serena Rovai 12. Connecting with the Chinese Consumer; Kunal Sinha 13. Luxury in China: The End of Bling; Ben Cavender, Kevin Der Arslanian and Conlyn Chan 14. Luxury Brands and Deriving Fashion Meanings in an Advertising Context in Hong Kong; Tommy Tse and Len Tiu Wright 15. China: Incubator of Luxury's New Business Models; Michel GutslS(