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.
- Luxury consumption
- Brand management
- Consumer behaviour and self-identity
- Status and conspicuous consumption
- Cross-cultural comparisons
Consumer behaviour and self-identity
Status and conspicuous consumption
Emerging trends in digital economy
Current PhD Students
External roles and responsibilities
Paurav Shukla is the Professor of Marketing and Head of Digital and Data Driven Management Department. His research interests include cross-cultural marketing, comparative consumer behaviour, and marketing in emerging markets with a particular focus on luxury brands. His research highlights the hidden meanings and associations embedded within consumption practices across cultures and offers novel insights for researchers and practitioners.
Paurav’s career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner and advisor. Previously he has held academic and senior corporate positions in the UK and India. He also holds visiting professorship at Frankfurt School of Finance & Management, Germany; Aalto University, Finland; Misr International University, Egypt among others. He has also delivered corporate training, teaching and consulting assignments for organisations in Europe, Asia and Africa, and has been actively involved in funded research projects.
He has written widely in the areas of his research domain in top-tier journals including Journal of Business Research, Journal of World Business, Marketing Letters, Information & Management, International Marketing Review, Psychology & Marketing, Alcohol & Alcoholism, Eating behaviours, Journal of Business and Industrial Marketing, Advances in Consumer Research, Journal of Entrepreneurship, and Journal of Product & Brand Management among others. He is an expert in quantitative techniques including structural equation modelling and complex lab and field experiments and has also published papers using mixed methods approach. He has contributed chapters to edited books, case studies and popular accounts of his work have appeared in the Sunday Times, the Guardian, BBC, Sputnik Radio, Womans Wear Daily (the fashion bible), Luxury Society, Business Week, National Post of Canada and LiveMint Wall Street Journal, among others. He has been involved as a guest editor for journals, conference chair, and track chair for prestigious conferences such as EMAC. He is also on the editorial and review boards of several renowned conferences and journals.
He has been recognized numerous times for the impact of his research and his productivity. He is ranked among the Top 2% of Marketing Scholars worldwide, covering around 7 million scientists in 22 major fields.
Professor Shukla greatly enjoys supervising research students, and is always keen to supervise candidates who wish to pursue research in the topics of comparative consumer behaviour and luxury marketing and branding. Please contact him directly, with your CV and a preliminary research proposal, if you are looking for a place under his supervision.
- Stanford 2% Global Scientist Citation Rankings (2021)
- Best Track Chair (2021)
- Best paper award in the International Marketing Track (2022)