Luxury Brands in Emerging Markets

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