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Professor Paurav Shukla

Professor Paurav Shukla

Professor of Marketing

Research interests

  • Luxury consumption
  • Brand management 
  • Consumer behaviour and self-identity 

More research

Accepting applications from PhD students.


Paurav Shukla is Professor of Marketing and Head of Research for the Digital and Data Driven Marketing Department at the Southampton Business School, University of Southampton, UK. His research interests include cross-cultural consumer behaviour, luxury marketing and branding, health policy and international marketing with a particular focus on emerging markets. He is one of the most cited academic scholars in the past 5 years in the luxury branding domain and is included in the top 2% of scientists globally. Paurav's career began in industry, and he continues to work hand in hand with academic institutions and corporate organizations including not for profit organizations in the capacity of visiting professor, advisor and board of directors. He has published many articles in top-tier academic journals, chapters to edited books, and popular accounts of his work and views appear in mainstream press regularly. He has been delivering corporate training, teaching and consulting assignments for various organizations in the Europe, Asia and Africa.