HomeGoogle Scholar WebsiteC. Whan Park: A Trailblazer in Marketing

C. Whan Park: A Trailblazer in Marketing

C. Whan Park: A Trailblazer in Marketing – In the world of marketing, few names carry as much weight as C. Whan Park. With an illustrious career spanning several decades, Park has made significant contributions to the field, revolutionizing global branding dynamics and shaping the marketing discipline as we know it today. This article delves into the life, achievements, and impact of Professor C. Whan Park, highlighting his journey, accolades, expertise, and influential publications.

Early Beginnings and Academic Excellence

Born with a passion for marketing, C. Whan Park embarked on an academic voyage that would shape his future and leave an indelible mark on the field. After earning his doctorate, Park quickly established himself as a rising star in academia. His early achievements caught the attention of renowned institutions, and he was appointed the Albert Wesley Frey Distinguished Professor of Marketing at the Katz Graduate School of Business, University of Pittsburgh.

During his tenure at the University of Pittsburgh, Park’s expertise in brand management and marketing strategies began to flourish. He published numerous articles in prestigious academic journals, including the Journal of Marketing Research and the Journal of Consumer Research. These publications showcased his deep understanding of consumer behavior and his ability to dissect complex marketing phenomena.

Global Branding and the USC Connection

In 2012, C. Whan Park made his mark at the University of Southern California (USC), where he assumed the role of Director of the Global Branding Center. This pivotal position allowed him to delve deeper into the intricacies of global branding and solidify his reputation as an authority in the field. Park’s research at USC focused on brand awareness, the development of globally successful brands, and effective marketing strategies.

Publications and Academic Influence

A prolific writer, C. Whan Park has authored numerous books and articles that have become essential reading for marketing professionals and scholars alike. His latest publication, “Brand Admiration: Building a Business People Love,” offers profound insights into brand management and further cements his status as a thought leader in the field. Park’s work has been featured in esteemed academic journals, including the Journal of Marketing and the Journal of Consumer Psychology.

Park’s contributions extend beyond his own writing. He served as the editor of the Journal of Consumer Psychology from 2008 to 2012, a testament to his expertise and his commitment to advancing the field. Additionally, he holds a position on the editorial board for the Journal of Marketing and Consumer Psychology, further solidifying his esteemed standing in the marketing community.

Awards and Recognition

C. Whan Park’s impact on marketing academia has not gone unnoticed. His exceptional contributions have earned him numerous awards and accolades, underscoring his significant influence. Among these honors are the Davidson Honorable Mention and Alpha Kappa Psi, prestigious recognitions that highlight his exceptional research and teaching abilities. Furthermore, Park’s recognition as an Academic Fellow by the Korean Marketing Association (KMA) speaks to his international reputation and influence.

Expertise and Research Focus

C. Whan Park’s areas of expertise cover a broad spectrum within the marketing discipline. His research focuses primarily on brand attachment, consumer behavior, and marketing strategies. Park’s deep understanding of consumer psychology allows him to unravel the complexities of brand management and develop effective marketing campaigns. His research and teaching experience solidify his stature as an authoritative figure in these areas.

A Passion for Education and Teaching

Beyond his professional pursuits, C. Whan Park finds solace and intellectual enrichment in his love for reading and engagement with education. These passions align perfectly with his academic career, allowing him to stay abreast of the latest trends and developments in the marketing field. Park’s interest in teaching provides him with a platform to share his knowledge and delve deeply into the learning process, both for himself and his students.

Shaping the Future of Marketing

C. Whan Park’s illustrious career symbolizes a deep commitment to the marketing discipline, driven by relentless intellectual curiosity. His extensive body of work, influence on academic publications, and leadership within educational institutions have all contributed to the contemporary understanding and practice of marketing. Park’s ongoing contributions ensure that his impact will continue to resonate with future marketing professionals and scholars, shaping the landscape of marketing for years to come.


Strategic brand concept-image management

CW Park, BJ Jaworski, DJ Maclnnis
The Journal of Marketing, 135-145
4481 1986
The ties that bind: Measuring the strength of consumers’ emotional attachments to brands

M Thomson, DJ MacInnis, CW Park
Journal of consumer psychology 15 (1), 77-91
4161 2005
Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers

C Whan Park, DJ MacInnis, J Priester, AB Eisingerich, D Iacobucci
Journal of Marketing 74 (6), 1-17
3008 2010
Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis

JR Bettman, CW Park
Journal of consumer research, 234-248
2611 1980
Evaluation of brand extensions: the role of product feature similarity and brand concept consistency

C Whan Park, S Milberg, R Lawson
Journal of Consumer Research 18 (2), 185-193
2236 1991
Familiarity and its impact on consumer decision biases and heuristics

CW Park, VP Lessig
Journal of consumer research, 223-231
1681 1981
The effects of brand extensions on market share and advertising efficiency

DC Smith, CW Park
Journal of Marketing Research, 296-313
1447 1992
Consumer response to television commercials: The impact of involvement and background music on brand attitude formation

CW Park, SM Young
Journal of marketing research, 11-24
1426 1986
Students and housewives: Differences in susceptibility to reference group influence

CW Park, VP Lessig
Journal of consumer Research, 102-110
1424 1977
Cross-functional product development teams, creativity, and the innovativeness of new consumer products

R Sethi, DC Smith, CW Park
Journal of Marketing Research 38 (1), 73-85
1389 2001
Cross-functional product development teams and the innovativeness of new consumer products

R Sethi, DC Smith, CW Park
Marketing Science Institute
1389* 2001
Consumer knowledge assessment

CW Park, DL Mothersbaugh, L Feick
Journal of consumer research, 71-82
1314 1994
Composite branding alliances: An investigation of extension and feedback effects

CW Park, SY Jun, AD Shocker
Journal of Marketing Research, 453-466
1203 1996
Composite branding alliances: an investigation of extension and feedback effects

CW Park, SY Jun, AD Shocker
1203 1995
The effects of situational factors on in-store grocery shopping behavior: The role of store environment and time available for shopping

CW Park, ES Iyer, DC Smith
Journal of Consumer Research, 422-433
988 1989
The differential role of characteristics of music on high-and low-involvement consumers’ processing of ads

DJ MacInnis, CW Park
Journal of consumer Research, 161-173
831 1991
Beyond attitudes: Attachment and consumer behavior

CW Park, DJ MacInnis, JR Priester
Seoul National Journal 12 (2), 3-36
604 2006
A theory of involvement in consumer behavior: Problems and issues

CW Park, B Mittal
Research in consumer behavior 1 (3), 201-32
601 1985
Attachment–aversion (AA) model of customer–brand relationships

CW Park, AB Eisingerich, JW Park
Journal of Consumer Psychology 23 (2), 229-248
551 2013
Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions

A Fedorikhin, CW Park, M Thomson
Journal of Consumer Psychology 18 (4), 281-291

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Professor C. Whan Park’s journey in marketing has been nothing short of extraordinary. From his early academic successes to his influential roles at esteemed institutions like the University of Pittsburgh and the University of Southern California, Park’s expertise in global branding and marketing strategies has left an indelible mark on the field. His numerous publications, awards, and recognition speak to his immense impact and serve as a testament to his exceptional contributions. As the marketing discipline continues to evolve, C. Whan Park’s influence will undoubtedly shape its future trajectory, inspiring generations of marketers and scholars to come.

Keywords: C. Whan Park, global branding, marketing strategies, brand management, consumer behavior, academic publications, awards, teaching, future of marketing.


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