Thought Leadership
Together, these three books form a strategic trilogy for brand managers seeking to build resilience, behavioral insight, and cultural fluency into their messaging. They don’t just explain consumer behavior—they equip professionals to diagnose it, anticipate friction, and respond with clarity under pressure. Whether you're launching a campaign, navigating a reputational threat, or adapting to regional market dynamics, the frameworks across these texts offer a repeatable process for understanding how consumers think, feel, and react in high-stakes environments.
The trilogy moves from foundational theory (Consumer Behaviour), to applied strategy (Consumer Behavior in Practice), to crisis-ready diagnostics (Managing Brand Crises). This progression allows brand leaders to not only interpret consumer actions but also pressure-test their messaging before it goes public. From trust signal mapping to emotional tone calibration, the tools across these works help brands communicate with integrity, anticipate backlash, and align with stakeholder values—making them essential reading for anyone serious about brand resilience.
Managing Brand Crises: A Guide to Navigating the Storm
Business Expert Press, 2025
In an era of relentless scrutiny and digital volatility, Managing Brand Crises: A Guide to Navigating the Storm offers marketing managers and PR officials a pragmatic, pressure-tested roadmap for protecting brand trust when it matters most. Written by Eugene, a seasoned strategist and educator, this book doesn’t just diagnose reputational risk—it equips leaders to respond with clarity, speed, and integrity. Whether you're facing backlash, misinformation, or internal misalignment, this guide helps you turn turbulence into transformation.
At the heart of the book is the STORM framework, a five-part system designed to help brands assess vulnerabilities, mobilize response teams, and rebuild credibility under fire. STORM stands for Swift Response, Transparent Communication, Ownership of the Problem, Rebuilding Trust, and Monitoring and Learning—each element unpacked with real-world examples, strategic prompts, and actionable tools. It’s not theory for theory’s sake; it’s a toolkit for CMOs, communications directors, and brand custodians who need to make high-stakes decisions under pressure.
If your brand is serious about surviving reputational shocks and emerging stronger, Managing Brand Crises belongs on your desk—not your bookshelf. It’s the kind of book that helps you lead with confidence when the headlines turn against you
Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
Palgrave Macmillan, 2024
This textbook bridges the gap between consumer behaviour theory and real-world marketing execution. Rather than focusing solely on academic models, Consumer Behavior in Practice emphasizes how marketers can interpret and respond to consumer actions across domains like advertising, pricing, brand loyalty, and emotional marketing. Eugene Y. Chan uses contemporary examples—from the sharing economy to ideological consumption—to show how behavioural insights drive strategic decisions.
Each chapter includes practical tools: theory boxes for deeper context, “in practice” sections that show how concepts apply to real campaigns, and digital marketing insights that reflect today’s media landscape. The book is ideal for marketing students and professionals who want to understand why consumers behave the way they do—and how to adjust their strategies accordingly. It’s especially useful for diagnosing campaign performance and refining brand engagement tactics.
Consumer Behaviour: Asia-Pacific Edition
Cengage Australia, 2020
Co-authored by Wayne Hoyer, Deborah MacInnis, Rik Pieters, Eugene Y. Chan, and Gavin Northey, this edition localizes foundational consumer behaviour theory for the Australia and Asia-Pacific region. It integrates global research with regional case studies, advertisements, and brand examples to help students and professionals understand how cultural, technological, and ethical factors shape consumer decisions in diverse markets.
The book features concept maps, marketing implications boxes, and end-of-chapter cases that encourage critical thinking and application. Topics include online consumer behaviour, smartphone influence, and sustainability—all framed within the context of Asia-Pacific consumer culture. It’s a valuable resource for educators and marketers seeking culturally relevant insights and tools to navigate regional market dynamics.