C.W. Park

University of Southern California - Marshall School of Business

701 Exposition Blvd

Los Angeles, CA 90089

United States

SCHOLARLY PAPERS

10

DOWNLOADS
Rank 5,197

SSRN RANKINGS

Top 5,197

in Total Papers Downloads

7,884

SSRN RANKINGS

Top 16,797

in Total Papers Citations

20

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Scholarly Papers (10)

1.

Beyond Attitudes: Attachment and Consumer Behavior

Seoul National Journal, Vol. 12, No. 2, pp. 3-36
Number of pages: 23 Posted: 08 Feb 2007
University of Southern California - Marshall School of Business, University of Southern California - Marketing Department and University of Southern California - Marshall School of Business
Downloads 2,742 (4,144)

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brand attachment, nomological network

2.

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Journal of Marketing, Forthcoming, Marshall School of Business Working Paper No. MKT 16-10
Number of pages: 52 Posted: 14 May 2010 Last Revised: 20 Nov 2012
University of Southern California - Marshall School of Business, University of Southern California - Marketing Department, University of Southern California - Marshall School of Business, Imperial College London and Vanderbilt University - Marketing
Downloads 2,041 (6,780)

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Brand management, consumer behavior, marketing strategy, brand attachment, attitude strength

3.

Brand Attachment and Management of a Strategic Brand Exemplar

HANDBOOK OF BRAND AND EXPERIENCE MANAGEMENT, Bernd H. Schmitt, ed., Elgar Publishing, 2007
Number of pages: 36 Posted: 08 Feb 2007
University of Southern California - Marshall School of Business, University of Southern California - Marketing Department and University of Southern California - Marshall School of Business
Downloads 1,878 (7,853)

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brand attachment, strategic brand exemplar

4.

Attachment–Aversion (AA) Model of Customer–Brand Relationships

Journal of Consumer Psychology 23, 2 (2013) 229–248
Number of pages: 20 Posted: 23 May 2014
University of Southern California - Marshall School of Business, Imperial College London and City University of Hong Kong
Downloads 574 (45,583)

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Attachment; Aversion; Customer–brand relationships; Pro-brand behaviors; Anti-brand behaviors

5.

What's in and What's Out: Questions on the Boundaries of the Attitude Construct

Journal of Consumer Research, 2006
Number of pages: 10 Posted: 18 May 2006
C.W. Park and Deborah J. MacInnis
University of Southern California - Marshall School of Business and University of Southern California - Marketing Department
Downloads 255 (117,600)

Abstract:

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attitude, attachment, brand relationship

6.

Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations

Journal of Consumer Research, Vol. 33, pp. 479-490, March 2007
Number of pages: 37 Posted: 06 Jun 2006
University of Georgia - C. Herman and Mary Virginia Terry College of Business, University of Southern California - Marketing Department and University of Southern California - Marshall School of Business
Downloads 222 (135,128)

Abstract:

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affect, forecasting

7.

Dilution and Enhancement of Celebrity Brands Through Sequential Movie Releases

Journal of Marketing Research, Forthcoming
Number of pages: 51 Posted: 02 Dec 2010
Lan Luo, Xinlei Chen, Jeanie Han and C.W. Park
University of Southern California, University of British Columbia (UBC) - Sauder School of Business, affiliation not provided to SSRN and University of Southern California - Marshall School of Business
Downloads 73 (316,185)

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8.

Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level

Jia, He (Michael), Sha Yang, Xianghua Lu, and C. Whan Park (2018) "Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level," Journal of Marketing, 82 (4), 70-85.
Number of pages: 50 Posted: 23 Jul 2018
The University of Hong Kong - Faculty of Business and Economics, University of Southern California - Marshall School of Business, Fudan University - School of Management and University of Southern California - Marshall School of Business
Downloads 62 (344,664)

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Product-Line Coupon, Consumer Spending, Savings Percentage, Inverted U-Shape, Threshold

9.

Paying Before Consuming: Examining the Robustness of Consumers' Preference for Prepayment

Journal of Retailing, Vol. 82, No. 3, 2006
Number of pages: 11 Posted: 01 Jul 2012
Vanessa Patrick and C.W. Park
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business
Downloads 27 (473,469)

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10.

Not as Happy as I Thought I'd Be: Affective Misforecasting and Product Evaluations

Journal of Consumer Research, Vol. 33, No. 4, 2007
Number of pages: 37 Posted: 01 Jul 2012
University of Houston - C.T. Bauer College of Business, University of Southern California - Marketing Department and University of Southern California - Marshall School of Business
Downloads 10 (570,589)

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