A Research Agenda for Brand Management in a New Era of Consumerism


C. Whan Park is Robert E. Brooker Professor of Marketing at the University

of Southern California’s Marshall School of Business. Dr. Park has published

numerous articles in leading journals, including the Journal of Marketing

Research, Journal of Consumer Research, Journal of Marketing, Journal of

Retailing, and Harvard Business Review. 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 the Global Branding Center at the Marshall School of

Business.

 

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