Research
Consumer Response to Brand Crises and Corporate Apologies
Brand crises are unfortunately a growing occurrence. How do consumers make sense of transgressions by their favorite brands and how brands apologize for those transgressions? My research is informed by Attribution Theory to better understand the situations under which consumers might more or less negatively respond to brand crises. The use of Attribution Theory also forms an understanding about how corporations, PR officials, and brand managers ought to respond. Apologies are not always that effective, surprisingly, depending on the type of brand crisis and the existing customer base.
Luxury Retailing in Offline and Online Formats
The online marketplace is growing and only grow. Products and brands that traditionally rely on offline retailing, especially luxury brands, are now realizing that online retailing also needs to be a part of their marketing strategy. But, how consumers respond to website design and the use of virtual shopping carts and other tools significantly differ depending on whether the products sold are non-luxury or luxury. My research suggests that where luxury products are placed on websites and how they are described are important in maximizing sales and profits along with building luxury brand equity.
Food Choice, Healthy Eating, and Nutrition Labeling
Marketing and consumer research should be not only relevant to but impactful for health and policy. I seek to examine how to design nutrition labels in order to convey information that customers understand and can easily make sense of. Many times, nutrition labels are used by diet-sensitive customers, and so it is critical to design labels specific to the target population in order to promote personal and public health.
Areas of Expertise
Branding
Brand Crisis
Food Choice
Healthy Eating
Luxury Branding
Luxury Retailing
Nutrition Labeling
Method Expertise
Data Analytics
Experiments
Questionnaires
Surveys
Statistical Expertise
Python
R
SPSS
SQL
Tableau
Eugene Y. Chan, PhD 