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C.W. Park

Robert E. Brooker Professor of Marketing
Building
HOH
Room / Office
611

PhD, MS, University of Illinois at Urbana- Champaign; 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.

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Choong Park, Deborah MacInnis () "Brand Relationships Emotions and the Self ,"  Journal of the Association for Consumer Research  3.
Lucy Gill-Simmen, Deborah MacInnis, Andreas Eisingerich, Choong Park () "Brand-Self Connections and Brand Prominence as Drivers of Employee Brand Attachment ,"  Academy of Marketing Science Review  8, 128-146.
Andreas Eisingerich, Deborah MacInnis, Choong Park () "How Can Marketers Foster Brand Attachment ,"  Mapping Out Marketing: Navigation Lessons from the Ivory Trenches.
Choong Park, Deborah MacInnis () "Introduction to the Special Issue: Brands, Relationships and the Self ,"  Journal of the Association for Consumer Research  3, 123-129.
Choong Park, Deborah MacInnis, Andreas Eisingerich () "Brand Admiration: Building a Business People Love ,"  Wiley.
Hae-Eun Chun, Choong Park, Andreas Eisingerich, Deborah MacInnis () "Strategic benefits of low fit brand extensions: when and why ,"  Journal of Consumer Psychology  25, 577-595.
Deborah MacInnis, Choong Park () "Brand Meaning Management ,"  Review of Marketing Research  12, 2015.
Choong Park, Deborah MacInnis, Andreas Eisingerich () "Brand Architecture Design and Brand Naming Decision ,"  Routledge Companion to Brand Management.
Deborah MacInnis, Choong Park () "New Perspectives and Future Research Issues on Brand Meaning Management ,"  Emerald Insight; Review of Marketing Research; Series Editor Naresh Malholtra.
Choong Park, Andreas Eisingerich, Pol Gratiana () "The Power of a Good Logo ,"  MIT Sloan Management Review, Winter 2014 (Forthcoming).
Andreas Eisingerich, Gratiana Pol, Choong Park () "Brand Immunity to Negative Information: Antecedents and Impact on Customer Purchase Behavior ,".
Hae Eun Chun, Choong Park, Andreas Eisingerich, Deborah MacInnis () "Strategic benefits of low fit brand extensions: when and how? ,"  Journal of Consumer Psychology   25, forthcoming.
Choong Park, Andreas Eisingerich () "Examining the Relative Profit Contributions of Product Versus Brand Extensions in B2B and B2C Markets ,".
Gratiana Pol, Choong Park () "I’ll Keep the Cuddly One: Effects of Visual Cuteness versus Elegance on Product Retention ,".
Gratiana Pol, Martin Reitmann, Choong Park () "The Motivational Power of Beauty: How Aesthetically Appealing Products Drive Purchase Effort in Consumers ,".
Choong Park, Andreas Eisingerich, Jason Park () "Attachment-Aversion (AA) model of customer-brand relationships ,"  Journal of Consumer Psychology  23, 229-248.
Choong Park, Andreas Eisingerich, Jason Park () "From Brand Aversion or Indifference to Brand Attachment: Authors’ Response to Commentaries to Park, Eisingerich, and Park’s Brand Attachment-aversion Model ,"  Journal of Consumer Psychology  23, 269-274.
Choong Park, Andreas Eisingerich, Gratiana Pol, Jason Park () "The role of brand logos in firm performance ,"  Journal of Business Research  66, 180-187.
Leigh Novak, Joseph Priester, Deborah MacInnis, Choong Park () "Brand Forgiveness: How Close Brand Relationships Influence Forgiveness ,"  Consumer-Brand Relationships: Theory and Practice  Routledge/Taylor & Francis Group, 10, 186-205.
Joseph Priester, Choong Park, Deborah MacInnis, Andreas Eisingerich, Dawn Iacobucci () "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers ,"  Journal of Marketing  74, 1-17.
Choong Park, Deborah MacInnis, Xavier Dreze, Jonathan Lee () "Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity Measure ,"  Brands and Brand Management: Contemporary Research Perspectives  Psychology Press, 8, 159-188.
Choong Park, Deborah MacInnis, Joseph Priester () "Brand Attachment: Construct, Consequences and Causes ,"  Foundations and Trends in Marketing  1, 190-230.
Deborah MacInnis, Choong Park, Joseph Priester () "Handbook of Brand Relationships ,"  ME Sharpe.
Alexander Fedorikhin, Choong Park, Matthew Thomson () "Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responces to Brand Extensions ,"  Journal of Consumer Psychology  18, 281-291.
Choong Park, Deborah MacInnis, Joseph Priester () "Brand Attachment and a Strategic Brand Exemplar ,"  Handbook of Brand and Experience Management, Ch 1, 1-17.
Joseph Priester, Deborah MacInnis, Choong Park () "New Frontiers in Branding: Attitudes, Attachments and Relationships ,"  Society for Consumer Psychology  26.
Vanessa Patrick, Deborah MacInnis, Choong Park () "Not as Happy as I Thought I'd be? Affective Misforecasting and Product Evaluations ,"  Journal of Consumer Research.
Vanessa Patrick, Choong Park () "Paying Before Consuming: Examining the Robustness of Consumers' Preferences for Prepayment ,"  Journal of Retailing  82, 165-175.
Choong Park, Deborah MacInnis () "What's in and what's out: Questions over the boundaries of the attitude construct ,"  Journal of Consumer Research  33, 16-18.
Choong Park, Deborah MacInnis, Joseph Priester () "Beyond Attitudes: Attachment and Consumer Behavior ,"  Seoul National Journal  12, 3-36.
Deborah MacInnis, Vanessa Patrick, Choong Park () "Looking Through the Crystal Ball: Affective Forecasting and Misforcasting in Consumer Behavior ,"  Review of Marketing Research.
Matthew Thomson, Deborah MacInnis, Choong Park () "The Ties that Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands ,"  Journal of Consumer Psychology  15, 77-91.
Sung Youl Jun, Deborah MacInnis, Choong Park () "Formation of Price Expectation in Brand Extension and Impact on Brand Extension Evaluation ,"  Association for Consumer Research  XXXII.
Choong Park () "Forward: Creating Image and the Psychology of Marketing Communications ,"  Creating Image and the Psychology of Marketing Communications  Lawrence Erlbaum Associates, Inc Publishers.
Vanessa Patrick, Choong Park () "When One Thing Leads to Another: Consumption Chains and Consumer Satisfaction ,"  Advances in Consumer Research  XXXII.
Matthew Thomson, Deborah MacInnis, Choong Park () "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachment to Brands ,"  Journal of Consumer Psychology  15, 77-91.
Joseph Nunes, Choong Park () "Incommensurate Resources: Not Just More of the Same ,"  Journal of Marketing Research, 26-38.
Yun-Oh Whang, Choong Park, Valerie Folkes () "Decision Bias from Anticipating Product Failure: Double Jeopardy, Double Protection, or In-Between ,".
Stewart Shapiro, Deborah MacInnis, Choong Park () "Understanding Program-induced Mood Effects: Decoupling Arousal from Valence ,"  Journal of Advertising  31, 15-26.
Rajesh Sethi, Daniel Smith, Choong Park () "Creating Creative Cross-Functional Teams ,"  Harvard Business Review, 16-17.
Rajesh Sethi, Daniel Smith, Choong Park () "The Effect of Cross-Functional Teams on New Product Innovativeness ,"  Journal of Marketing Research, 73-85.
Choong Park, Sung Jun, Deborah MacInnis () "Choosing What I Want versus Rejecting What I Don't Want: An Application of Decision Framing to Product Option Choice Decisions ,"  Journal of Marketing Research.
Karen France, Choong Park () "The Effect of Different Levels of Cognitive Appraisal and Emotional Valence on Commercial Effectiveness ,"  Journal of Current Issues and Research in Advertising, 1-21.
Choong Park, Sung Jun, Allan Shocker () "Composite Branding Alliances: An Investigation of Extension and Feedback Effects ,"  Journal of Marketing Research, 453-466.
Sandra Milberg, Choong Park, Michael McCarthy () "Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies ,"  Journal of Consumer Psychology  6, 119-140.
Choong Park, David Mothersbaugh, Lawrence Feick () "Consumer Knowledge Assessment ,"  Journal of Consumer Research, 71-82.
Choong Park, Mike McCarthy, Sandy Milberg () "The Effects of Direct and Associative Brand Extension Strategies on Consumer Response to Brand Extension ,"  Association for Consumer Research, 28-33.
Karen France, Reshma Shah, Choong Park () "The Impact of Emotional Valence and Intensity on Ad Evaluation and Memory ,"  Association for Consumer Research, 583-588.
Daniel Smith, Choong Park () "The Effects of Brand Extensions on Market Share and Advertising Efficiency ,"  Journal of Marketing Research, 296-313.
Han Minhi, Choong Park, Deborah MacInnis () "The Adaptive Information Processing Hypothesis: Accounting for the V-Shaped Advertising Response Function ,"  Journal of Advertising, 37-46.
Choong Park, Sandra Milberg, Robert Lawson () "Brand Extension Decisions: Product Level Similarity and Brand Concept Consistency ,"  Journal of Consumer Research, 161-173.
Deborah MacInnis, Choong Park () "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads ,"  Journal of Consumer Research, 185-193.
Deborah MacInnis, Choong Park () "The Differential Role of Characteristics of Music on High and Low Involvement Consumers' Processing of Ads ,"  Journal of Consumer Research  18, 161-173.
Choong Park, Lawrence Feick, David Mothersbaugh () "Consumer Knowledge Assessment: How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know ,".
Choong Park, Daniel Smith () "Product Class Competitors as Sources of Innovative Marketing Strategies ,"  Journal of Consumer Marketing, 27-38.
Choong Park () "Types of Advertising Format and Conditions For Their Effectiveness: Differences in the level and Nature of Product Knowledge ,"  Current Issues  13, 125-154.
Choong Park, Daniel Smith () "Product-Level Choice: A Top-Down or Bottom-Up Process ,"  Journal of Consumer Research, 289-299.
Choong Park, Easwar Iyer, Daniel Smith () "The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping ,"  Journal of Consumer Research, 422-433.
Choong Park, Meryl Gardner, Vinod Thukral () "Self-Perceived Knowledge: Some Effects on Information Processing for a Choice Task ,"  The American Journal of Psychology  101, 401-424.
Choong Park, Martin Roth, Philip Jacques () "Evaluating the Effects of Advertising and Sales Promotion Campaigns ,"  Industrial Marketing Management  17, 129-140.
Choong Park, Robert Lawson, Sandra Milberg () "Memory Structure of Brand Names ,"  Association for Consumer Research.
Choong Park, Henry Assael, Seoil Chaiy () "Mediating Roles of Trial and Learning on Involvement-Associated Characteristics ,"  Journal of Consumer Marketing  4, 25-34.
Choong Park, Gerald Zaltman () "Marketing Management ,"  Marketing Management  Dryden Press.
Choong Park, Bernard Jaworski, Deborah MacInnis () "Strategic Brand Concept-Image Management ,"  Journal of Marketing  50.
Choong Park, S. Mark Young () "The Impact of Involvement and the Role of Commercial Music on Brand Attitude Formation ,"  Journal of Marketing Research  23, 11-24.
Choong Park, Banwari Mittal () "A Theory of Involvement in Consumer Behavior: Problems and Issues ,"  Research in Consumer Behavior  23, 201-232.
Choong Park, Gordon McClung () "The Effect of TV Program Involvement on Involvement with Commercials ,"  Association for Consumer Research.
Gordon McClung, Choong Park, William Sauer () "Viewer Processing of Commercial Messages: Context and Involvement ,"  Association for Consumer Research, 351-355.
Choong Park, Banwari Mittal () "A Theory of Involvement and Consumer Behavior ,"  Consumer Behavior: Basic Findings and Management Implications  John Wiley and Sons.
Choong Park, V. Parker Lessig, James Merril () "The Elusive Role of Price in Brand Choice Behavior ,"  Association for Consumer Research, 320-324.
Choong Park () "Joint Decision in Home Purchasing: A Muddling Through Process ,"  Journal of Consumer Research, 151-162.
Choong Park, Richard Lutz () "Decision Plans and Consumer Choice Dynamics ,"  Journal of Marketing Research, 108-115.
S.J. Chan, Choong Park, P.L. Yu () "High-Stake Decision-Making--An Empirical Study Based on House Purchase Processes ,"  Human System Management  3, 91-106.
V. Lessig, Choong Park () "Motivational Reference Group Influences: Relationship to Product Complexity ,"  European Research.
Choong Park, V. Parker Lessig () "The Construct of Familiarity and Its Impact Upon Consumer Decision Process: Cognitive Biases and Heuristics ,"  Journal of Consumer Research, 223-230.
Choong Park, Robert Hughes, Vinod Thukral, Roberto Friedmann () "Decision Plan and Actual Choice ,"  Journal of Marketing, 33-47.
Choong Park, Easwar Iyer () "An Examination of the Response Pattern in Family Decision Making ,"  American Marketing Association, 146-149.
Choong Park, S. Mark Young () "Types and Levels of Involvement and Brand Attitude Formation Process ,"  Association for Consumer Research, 201-205.
James Bettman, Choong Park () "Effects of Prior Knowledge and Experience on Consumer Decision Processes: A Protocol Analysis ,"  Journal of Consumer Research, 234-248.
Choong Park, William Bahr () "A Situational Analysis of Communication Effect: A New Product Purchase by Mail-Order ,"  Association for Consumer Research, 650-654.
James Bettman, Choong Park () "Implications of the Response Pattern in Family Decision Making ,"  Association for Consumer Research, 148-153.
Choong Park, F.W. Winter () "Product Quality Judgment: An Information Processing Approach ,"  Journal of the Market Research Society  21, 211-219.
Choong Park () "Conflict Resolution Choice Model ,"  Journal of Consumer Research, 124-137.
Choong Park, V. Parker Lessig () "Predictive and Diagnostic Characteristics of Two Consumer Decision Models ,"  European Research.
Choong Park () "A Few Questions on Consumer Information Processing: Two Product Cases--Coffee and Toothpaste ,"  Journal of Marketing Research, 243-249.
Choong Park () "A Seven-Point Scale and A DM's Simplifying Choice Strategy: An Operationalized Satisficing-Plus Model ,", 252-271.
Choong Park, V. Parker Lessig () "Promotional Perspectives of Reference Group Influence: Advertising Implications ,"  Journal of Advertising, 41-47.
Choong Park, V. Parker Lessig () "Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications ,"  Journal of Advertising, 10-16.
Choong Park, V. Parker Lessig () "Students and Housewives: Differences in Susceptibility to Reference Group Influence ,"  Journal of Marketing Research, 102-110.
Choong Park () "Prior Familiarity and Product Complexity as Determinants of the Consumer's Selection of Judgmental Models ,"  Journal of Marketing Research, 144-151.
Choong Park, V. Parker Lessig () "A Theory of Reference Group Structure and Influence ,"  American Institute of Decision Sciences.
Choong Park, Jagdish Sheth () "Individual and Situational Difference Variables as Determinants of Information Processing Judgments ,"  Communications Research  2, 260-266.
Choong Park, Charles Schaninger () "The Identification of the Consumer's Judgmental Rules" Statistical Prediction vs. Structured Protocol ,"  Association for Consumer Research, 184-190.
Jagdish Sheth, Choong Park () "Multidimensionality of Brand Loyalty Construct in Marketing ,"  Markeds Kommunikasjon  3, 30-42.
Jagdish Sheth, Choong Park () "Equivalence of Fishbein's and Rosenberg's Attitude Model ,"  American Psychological Association (Division 23), 321-322.
Choong Park, Jagdish Sheth () "Multidimensional Concept of Brand Loyalty ,"  Association for Consumer Research, 449-159.