University of Southern California

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C. W. Park
Joseph A. DeBell Chair in Business Administration and Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-7107
choong.park@marshall.usc.edu
Education: 
PhD, MS, University of Illinois; BA, Seoul National University

Overview

C.W. Park has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. He was the editor of the Journal of Consumer Psychology (2008-2012) and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently director of Global Branding Center. Prior to joining USC, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Katz School of Business at the University of Pittsburgh.

Research

Attachment-Aversion (AA) model of customer-brand relationships • 2013
The role of brand logos in firm performance • 2013
Brand Forgiveness: How Close Brand Relationships Influence Forgiveness • 2012
Whence Loyalty? From the Influence of Satisfaction on Brand Closeness • 2011
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers • 2010
Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure • 2010
Brand Attachment: Construct, Consequences and Causes • 2009
Handbook of Brand Relationships • 2009
Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responces to Brand Extensions • 2008
Brand Attachment and a Strategic Brand Exemplar • 2008
New Frontiers in Branding: Attitudes, Attachments and Relationships • 2007
Not as Happy as I Thought I'd be? Affective Misforecasting and Product Evaluations • 2007
Paying Before Consuming: Examining the Robustness of Consumers' Preferences for Prepayment • 2006
What's in and what's out: Questions over the boundaries of the attitude construct • 2006
Beyond Attitudes: Attachment and Consumer Behavior • 2006
Beyond Attitudes: Attachment and Consumer Behavior • 2006
The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands • 2005
The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands • 2005
Formation of Price Expectation in Brand Extension and Impact on Brand Extension Evaluation • 2005
When One Thing Leads to Another: Consumption Chains and Consumer Satisfaction • 2005
Price Perceptions in Brand Extensions: Formation and Impact on Brand Extension Evaluation • 2004
Incommensurate Resources: Not Just More of the Same • 2003
Decision Bias from Anticipating Product Failure: Double Jeopardy, Double Protection, or In-Between • 2002
Understanding Program-induced Mood Effects: Decoupling Arousal from Valence • 2002
Creating Creative Cross-Functional Teams • 2001
The Effect of Cross-Functional Teams on New Product Innovativeness • 2001
Choosing What I Want versus Rejecting What I Don't Want: An Application of Decision Framing to Product Option Choice Decisions • 2000
The Effect of Different Levels of Cognitive Appraisal and Emotional Valence on Commercial Effectiveness • 1997
Composite Branding Alliances: An Investigation of Extension and Feedback Effects • 1996
Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies • 1996
Consumer Knowledge Assessment • 1994
The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extension • 1993
The Impact of Emotional Valence and Intensity on Ad Evaluation and Memory • 1993
The Effects of Brand Extensions on Market Share and Advertising Efficiency • 1992
The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function • 1992
Brand Extension Decisions: Product Level Similarity and Brand Concept Consistency • 1991
The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads • 1991
The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads • 1991
Consumer Knowledge Assessment: How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know • 1991
Product Class Competitors as Sources of Innovative Marketing Strategies • 1990
Types of Advertising Format and Conditions For Their Effectiveness: Differences in the level and Nature of Product Knowledge • 1990
Product-Level Choice: A Top-Down or Bottom-Up Process • 1989
The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping • 1989
Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task • 1988
Evaluating the Effects of Advertising and Sales Promotion Campaigns • 1988
Memory Structure of Brand Names • 1988
Mediating Roles of Trial and Learning on Involvement-Associated Characteristics • 1987
Marketing Management • 1987
Strategic Brand Concept-Image Management • 1986
The Impact of Involvement and the Role of Commercial Music on Brand Attitude Formation • 1986
A Theory of Involvement in Consumer Behavior: Problems and Issues • 1985
The Effect of TV Program Involvement on Involvement with Commercials • 1985
Viewer Processing of Commercial Messages: Context and Involvement • 1984
A Theory of Involvement and Consumer Behavior • 1983
The Elusive Role of Price in Brand Choice Behavior • 1983
Joint Decision in Home Purchasing: A Muddling Through Process • 1982
Decision Plans and Consumer Choice Dynamics • 1982
High-Stake Decision-Making--An Empirical Study Based on House Purchase Processes • 1982
Motivational Reference Group Influences: Relationship to Product Complexity • 1982
The Construct of Familiarity and Its Impact Upon Consumer Decision Process: Cognitive Biases and Heuristics • 1981
Decision Plan and Actual Choice • 1981
An Examination of the Response Pattern in Family Decision Making • 1981
Types and Levels of Involvement and Brand Attitude Formation Process • 1981
Effects of Prior Knowledge and Experience on Consumer Decision Processes: A Protocol Analysis • 1980
A Situational Analysis of Communication Effect: A New Product Purchase by Mail-Order • 1979
Implications of the Response Pattern in Family Decision Making • 1979
Product Quality Judgment: An Information Processing Approach • 1979
Conflict Resolution Choice Model • 1978
A Few Questions on Consumer Information Processing: Two Product Cases--Coffee and Toothpaste • 1978
Predictive and Diagnostic Characteristics of Two Consumer Decision Models • 1978
A Seven-Point Scale and A DM's Simplifying Choice Strategy: An Operationalized Satisficing-Plus Model • 1978
Promotional Perspectives of Reference Group Influence: Advertising Implications • 1978
Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications • 1977
Students and Housewives: Differences in Susceptibility to Reference Group Influence • 1977
Prior Familiarity and Product Complexity as Determinants of the Consumer's Selection of Judgmental Models • 1976
A Theory of Reference Group Structure and Influence • 1976
Individual and Situational Difference Variables as Determinants of Information Processing Judgments • 1975
Multidimensionality of Brand Loyalty Construct in Marketing • 1975
The Identification of the Consumer's Judgmental Rules" Statistical Prediction vs. Structured Protocol • 1975
Equivalence of Fishbein's and Rosenberg's Attitude Model • 1973
Multidimensional Concept of Brand Loyalty • 1973
Brand Aesthetics and the Oneness Scale
Brand Immunity to Negative Information: Antecedents and Impact on Customer Purchase Behavior
Brand Logo Connection Benefits and Shareholder Value
Determinants and Effects of Brand Attachment
Managing a Brand's Extension Portfolio for Market Share Leadership and Shareholder Value
The Domino Effect of Consumption : Integrating the Consumption Chain Phenomenon
Forward: Creating Image and the Psychology of Marketing Communications
Looking Through the Crystal Ball: Affective Forecasting and Misforcasting in Consumer Behavior