Index Author
Eugene Y. Chan, PhD
Thought Leader in Branding & Sustainability
“Managing Brand Crises” Author
Marketing Professor
Cowboy at Heart
Eugene Chan is the creator of the Great Canadian Brand Index (GCBI) and an Associate Professor of Marketing at Toronto Metropolitan University’s Ted Rogers School of Management. A specialist in branding and consumer behaviour, Dr. Chan’s research focuses on how psychological, cultural, and ideological factors shape how people perceive and evaluate brands. He is particularly known for his work on brand crises, and is the author of Managing Brand Crises: A Guide to Navigating the Storm, a practical and research-based book used by communication professionals, students, and brand leaders navigating moments of reputational risk.
With academic training in both marketing and psychology (PhD, University of Toronto; MA, University of Chicago; AB, University of Michigan), Dr. Chan brings an interdisciplinary perspective to brand perception research. The GCBI grew out of his interest in moving beyond market share or awareness to understand how Canadians judge brands based on values like honesty, sustainability, and respect. Drawing from the fields of behavioural science and political psychology, the GCBI offers a more nuanced and transparent look at what makes a brand genuinely trustworthy in the eyes of the public.
Dr. Chan has published over 50 peer-reviewed articles in leading marketing and behavioural science journals, and has received numerous awards for both research and teaching. He also serves as the founding director of the Institute for Sustainable Practices in Research and Enterprise (INSPIRE), a research centre at TMU focused on responsible management and innovation. Through the GCBI, he aims to provide an accessible and nationally relevant tool for understanding the shifting moral expectations Canadians place on the brands they encounter every day.
Website: consumologist.com
X: @consumologist
LinkedIn: consumologist
E-mail: e34chan@torontomu.ca
Buy “Managing Brand Crises: A Guide to Navigating the Storm” (Business Expert Press 2025)
Buy “Consumer Behavior in Practice: Strategic Insights for the Modern Marketer” (Palgrave MacMillan 2024)
Rishad Habib, PhD
Dr. Rishad Habib is an Assistant Professor in Marketing at the Ted Rogers School of Management, Toronto Metropolitan University, specializing in consumer behaviour, prosocial consumption, and the sharing economy—areas that position her at the forefront of understanding how values shape purchasing decisions. Holding a BBA from Dhaka, an MSc from Guelph, and a PhD from UBC’s Sauder School, she brings a rich academic background in both marketing studies and behavioural science.
Her research explores how people respond to emerging marketing contexts—like crowdfunding and sustainable consumption—and how social norms can motivate positive actions such as organ donation or charitable giving A standout contribution is her co-authorship of the “SHIFT” Framework for sustainable behaviour change, which won the prestigious 2024 Sheth Foundation/Journal of Marketing Award and is widely applied in practice and policy.
Dr. Habib’s work balances rigorous theory with social impact. Her publications span top-tier journals like Journal of Consumer Psychology and Journal of Marketing, and she actively collaborates with nonprofit and government partners to translate her findings into real-world interventions. Since joining TMU in 2021, she has been recognized with several research grants, including SSHRC and TRSM, and was recently appointed the recipient of the AMA Sheth Foundation award. Her innovative work continues to bridge academic insight with practical solutions that promote both consumer good and social betterment.
Website: rishadhabib.com
X: @rishhabib
LinkedIn: rishadhabib
E-mail: rishad.habib@torontomu.ca