Research Fellows

Fellows of the Global Branding Center are prominent marketing faculty from the Marshall School of Business with research expertise in branding and related marketing topics.

Director

C. W. Park

Robert E. Brooker Professor of Marketing

PhD, MS, University of Illinois; BA, Seoul National University

C.W. Park has recently published a book titled Brand Admiration: Building a Business People Love (Wiley). In addition, he has also 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 Fellows

Valerie Folkes

Robert E. Brooker Chair of Marketing and Professor of Marketing

PhD, UCLA; BA, University of Texas

Valerie Folkes studies consumers' responses to negative information and attributions for service and product performance. Her research has been widely published, including in the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing. She serves on the editorial review board of the Journal of Consumer Research, the Journal of Consumer Psychology and Journal of Marketing. She is an Associate Editor for the Journal of Consumer Research and was an Area Editor for the Journal of Consumer Psychology. Professor Folkes served as president of the Association for Consumer Research in 2001, and is a Fellow of the Consumer Psychology Division of the American Psychological Association

Deborah MacInnis

Charles L. and Ramona I. Hilliard Professor of Business Administration, & Professor of Marketing

PhD, University of Pittsburgh; BA, Smith College

Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought and the Long-Term Contribution Award from the Review of Marketing Research. She has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. Debbie is co-author of a leading textbook on consumer behavior, several edited volumes on branding, and an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure, and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Association’s academic council. She is the winner of local and national teaching awards. She has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. She has also received the USC Mellon mentoring award for her mentoring work with faculty. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies.

Joseph Nunes

Chair of the Department of Marketing & Professor of Marketing

PhD, MBA, University of Chicago; BS, Northwestern University

Joseph Nunes is an expert on loyalty programs, status and luxury goods, pricing, and consumer and managerial decision-making. He has published numerous papers in top marketing journals including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, the Journal of Marketing, and Harvard Business Review. He serves on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology and Marketing Science. In 2006, he received Marshall's Dean's Award for Excellence in Research. Professor Nunes has consulted for a variety of companies including Southwest Airlines, Kampgrounds of America, Nestlè, and Abbott Laboratories.

Joseph Priester

Associate Professor of Marketing

PhD, MA, The Ohio State University; BA, University of Iowa

Joe Priester is an expert in the field of Consumer Psychology in which he explores the psychological processes underlying consumer behavior. His research focuses on how evaluative judgments guide thoughts, feelings, and behavior. He has written and edited academic books, as well as having published chapters and papers. His research has appeared in Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Consumer Research, and Psychological Science. He is the co-editor of the ``Research Dialogue'' section of Journal of Consumer Psychology.

Lan Luo

Associate Professor of Marketing

PhD, University of Maryland; MA, SUNY-Buffalo; BS, Nankai University

Lan Luo studies new product development and marketing implications of new product launches. Her research has been published in Marketing Science and Journal of Marketing Research, among other journals. Professor Luo is the recipient of the John D.C. Little Award, the Donald R. Lehmann Award, and is a finalist for the Paul E. Green Award. Each is a major research award in the field of marketing. She has also been granted the Dean’s Research Excellence Award at the Marshall School of Business. In 2011, Professor Luo was named as a MSI Young Scholar, awarded once every two years to scholars mostly likely to be "potential leaders of the next generation of Marketing academics". She also received Marshall's Golden Apple Award for her teaching excellence.