The Paari School of Business at SRM University-AP is organising a Research Seminar titled “Role Of Brand Super-Efforts And Positive Emotions During Exogenous Brand Crisis: Macro-Meso-Micro Perspective”. The session will feature Dr Kalpana Chandrasekar, former Assistant Professor of Marketing and UGC NET-JRF qualified scholar, as the expert speaker.
Dr Chandrasekar holds a PhD in Marketing from IIT Madras, where her research received the Best Research Thesis in Marketing (Sri N Kannan Prize 2024). An alumnus of IIM Tiruchirappalli and recipient of the Director’s Gold Medal, she combines five years of IT industry experience with research on brand crisis, crisis communication, and consumer behaviour published in top management journals.
The session is expected to benefit students, researchers, and faculty members interested in marketing management, brand strategy, crisis communication, and consumer behaviour.
Abstract
Brand management research investigating external crisis threats (e.g., natural, health, economic crises) that are not due to brand actions or associations, are found to be sparse with little progress. Anchoring on the Stimulus-Organism-Response (S-O-R) theory, this study aims to investigate the impact of exogenous brand crises (EBC) and brand’s responses on the affective and behavioural changes of consumers.
Firstly, the extensive EBC types are catalogued, and a typology is developed (Study 1) through review of extant literature and secondary data analysis. Exploratory studies – RGT based interviews (Study 2) and collage construction (Study 3) were conducted to identify the most significant EBC and the key constructs that impact consumer purchase decisions. Based on the findings, a multi-level approach is adapted across pervasive and localised EBC impact. Consequent quantitative studies (Study 4-6) investigated the interrelation between – brand’s ‘super-efforts’ at macro level, community members’ brand evangelism at meso level, their impact on consumer attitude and purchase intention at micro level. Research findings provide a comprehensive approach towards EBC management that will enable brand managers to effectively navigate through the challenges and seize the opportunities posed by the EBC.
Key Details
- Date: September 30, 2026 (Wednesday)
- Time: 03:00 PM to 04:00 PM
- Venue: Level 5, Tiered Classroom, Homi J Bhabha Block
- Topic: Role Of Brand Super-Efforts And Positive Emotions During Exogenous Brand Crisis: Macro-Meso-Micro Perspective
- Speaker: Dr Kalpana Chandrasekar (Former Assistant Professor of Marketing; PhD, IIT Madras)