Brand management literature has predominantly focussed on the crisis implications from an internal or intrafirm perspective. Research studies investigating external crisis threats that are not self-inflicted by brand actions, are found to be sparse with little progress. This research seeks to explore the impact of exogenous brand crises (EBC), specifically, on the affective and behavioural changes of consumers. The types of exogenous crises are extensive and discrete, necessitating development of a typology which is developed through review of extant literature and analysis of secondary data sources (Study 1). Following, two qualitative studies (Study 2 and 3) were conducted using the repertory grid technique (RGT) and collage construction, to identify the most significant EBC and to unearth consumer perceptual determinants that impact their purchase decisions. Based on the findings, key constructs and pertinent theories were identified and a multi-level approach involving brand (macro), consumer (micro) and brand community (meso) was adapted. We propose to investigate the relationships between identified constructs using quantitative studies.

Based on the crisis breadth, EBC could have pervasive (context a) or localised impact (context b). An experimental study (Study 4a,b) is conducted to investigate the impact of a brand’s super-efforts on consumer attitude and behaviour. Following, a survey (Study 5a,b) is conducted to examine the impact of brand’s super efforts on community members. Based on the findings of the previous studies, experiment (Study 6a,b) is planned to investigate the effectiveness of the combined efforts of brand’s super-effort and its community members’ brand evangelism, on consumer attitude and purchase behaviour. We believe that this research will provide valuable insights into the largely under explored exogenous brand crisis domain. It provides a comprehensive approach towards crisis management, through the integration of multiple levels (macro, micro and meso). The findings stress the need for brands to devote resources for their super-effort and recognise the role of positive consumer emotions and brand evangelism. Going forward, brands’ integrated efforts could effectively navigate them through the challenges and enable them to seize the opportunities posed by the exogenously created crises.