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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.

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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 Frédéric 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; Frédéric 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 Gutsatz PART V: NEW FRONTIER MARKETS 16. Towards a Definition of Authentic African Luxury: Luxe Ubuntu; Swaady Martin-Leke and Elizabeth Ellis 17. Afro Luxe - The Meaning of Luxury in South Africa; Inka Crosswaite 18. Going beyond Misconceptions: Avoiding Pitfalls on the Route to Sustainable Growth; Douglas Bryson and Glyn Atwal

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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.

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