Paurav Shukla
University of Southampton
AdvertisingEmpirical researchEmerging marketsConspicuous consumptionBusiness marketingEngineeringProduct (category theory)Consumption (economics)BusinessBrand awarenessPsychologyMarketingCustomer satisfactionMarketing managementBrand equityConsumer behaviourValue (economics)LoyaltyContext (language use)Cross nationalPublic relationsMarketing researchRelationship marketingBrand managementStructural equation modelingSocial psychologyMarketing mix
Publications 107
#1Dina Khalifa (University of Cambridge)
#1Dina Khalifa (University of Cambridge)H-Index: 1
Last. Paurav Shukla (University of Southampton)H-Index: 18
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Abstract Integrating the social rejection and brand dilution literatures, this study investigates consumer responses to luxury brand rejection. Across four studies, the findings elaborate that a threat to the luxury brand elicits negative affective responses among consumers with high self–brand connection, while consumers with low self–brand connection are not affected. The findings explain how consumer affective responses mediate behavioral responses to luxury brand rejection causing brand dilu...
#1Matthew WoodH-Index: 6
#2Paurav ShuklaH-Index: 18
#1Aniruddha Pangarkar (UWGB: University of Wisconsin–Green Bay)
#1Aniruddha Pangarkar (UWGB: University of Wisconsin–Green Bay)
Last. Charles R. Taylor (Villanova University)H-Index: 38
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Abstract Minimalistic consumption has received increased attention during the last few years with a substantial segment of consumers having adopted this notion. Minimalism highlights subjective well-being, happiness, and increased quality of life. Despite minimalism gaining significance, we know little about minimalistic consumption, its various forms, its antecedents, and its impact on consumer behavior. Extant literature does not offer a clear or concise conceptualization of minimalism in cons...
#1Weisha Wang (University of Southampton)H-Index: 3
#2Paurav Shukla (University of Southampton)H-Index: 18
Last. Guicheng Shi (MUST: Macau University of Science and Technology)
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Abstract The positive benefits of social support within healthcare communities are well documented. However, with the increasing number of online healthcare communities, digitalized social support requires further scrutiny. Additionally, it remains unclear which type of social support contributes most to a support seeker's psychological well-being and happiness. Drawing on the theory of social support, this research investigates the interactional effect of the social support types and sources of...
#1Paurav Shukla (University of Southampton)H-Index: 18
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Abstract Emerging markets, and especially lower-tier cities within these markets, are seen as the future growth engines for luxury brands. However, extant literature on the drivers of luxury consumption has predominantly focused on Tier-1 cities. Grounded in the theory of network effects, this study offers first such intra and inter-country comparison of the symbolic motivations (i.e. snob, bandwagon and Veblen motivations) underpinning luxury purchases between and within Tier-1 and lower-tier c...
#1Weisha WangH-Index: 3
Last. Paurav ShuklaH-Index: 18
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With rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.,Two studies were conducted using Chinese participants to examine the effects of the...
3 CitationsSource
#1Paurav ShuklaH-Index: 18
The public defense on 17th June 2020 at 12:00 will be available via remote technology. Link: (Meeting ID: 638 8472 8731, password: AaltoPhD) Zoom Quick Guide: Electronic online display version of the doctoral thesis is available by email by request from
#1Zahra Fazeli (University of Brighton)H-Index: 2
#2Paurav Shukla (University of Southampton)H-Index: 18
Last. Keith Perks (University of Brighton)H-Index: 10
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10 CitationsSource
#1Matthew Wood (University of Brighton)H-Index: 6
#2Paurav Shukla (University of Southampton)H-Index: 18
This study aims to gain a deeper understanding of the relationship between parental resilience and parenting styles and the impact of these characteristics on children’s eating behaviors and weight...
1 CitationsSource
#1Paurav Shukla (University of Essex)H-Index: 18
#2Judy Drennan (QUT: Queensland University of Technology)H-Index: 28
Abstract Focusing on social network theories, we examine the interactive influence of both group-level (i.e. community influences) and individual-level variables (intrinsic and extrinsic motivations) simultaneously as the drivers of Massively Multiplayer Online Role-Playing Game (MMORPG) players’ virtual purchase behavior. We demonstrate that several aspects of real-world behavior are reflected in virtual purchase behavior. Notably, normative interpersonal influences and community identity are c...
13 CitationsSource