Choong Whan Park USC from California is a globally respected marketing scholar, author, and thought leader whose career spans several decades and continents. He is widely known for his pioneering work in branding and consumer psychology and for his leadership as Director of the Global Branding Center. Through his research, teaching, and institutional leadership, Professor Choong Whan Park has helped shape modern understanding of brand meaning, consumer psychology, emotional attachment, and long-term brand value.

Prior to joining the University of Southern California, where he retired in 2021 as the Robert E. Brooker Professor of Marketing, Park held the Albert Wesley Frey Distinguished Professorship of Marketing at the Katz Graduate School of Business at the University of Pittsburgh. His academic journey began in Korea, where he earned a BA in German Language and Literature from Seoul National University, before moving to the United States to complete his master’s and PhD in Business Administration with a concentration in marketing. Throughout his career, he has been deeply committed to education, executive development, and mentoring future leaders in marketing and brand strategy.

Park is an accomplished and influential author, beginning with his first book Marketing Management in 1987 and continuing with numerous bestsellers, including Brand Admiration: Building a Business People Love. He has published more than 59 scholarly works in leading journals such as the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, and Harvard Business Review. From 2008 to 2012, he served as Editor of the Journal of Consumer Psychology and continues to contribute to the field as a reviewer and editorial board member. His contributions have earned him many honors, including the Paul D. Converse Award, Dr. Jagdish N. Sheth’s Impact on Practice Award, and recognition as an Academic Fellow of the Korean Marketing Association.

Known for challenging traditional marketing frameworks, Park advocates a philosophy that places deep consumer understanding and latent needs at the center of brand strategy—arguing that perceived customer benefits must far exceed price to inspire true loyalty and advocacy. His enduring intellectual curiosity, prolific scholarship, and commitment to advancing marketing knowledge have left a lasting imprint on academia and practice alike, ensuring his influence will continue to resonate with scholars and practitioners for generations.

Featured Interview: Choong Whan Park on Brand Attachment and Consumer Identity

How do brands move beyond customer satisfaction to build meaningful, lasting relationships?

In a LinkedIn interview published by Keith Richardson, Professor Choong Whan Park’s insights into brand attachment, consumer identity, and the future of brand strategy take center stage.

The discussion explores why consumers develop emotional connections with certain brands, what distinguishes genuine brand loyalty from habitual purchasing, and how trust, love, and respect contribute to brand admiration.

Drawing on Professor Park’s influential research in consumer psychology and strategic brand management, the interview also examines how businesses can innovate while preserving the meaning that makes their brands distinctive.

Read the full interview on LinkedIn →

Published by Keith Richardson | July 31, 2026

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Learn why the research of Choong Whan Park USC continues to shape modern brand strategy, consumer psychology, and the study of long-term customer relationships.

Explore more articles, case studies, and media resources in the Choong Whan Park USC Brand Strategy Research Library.

Apple Brand Strategy Audio Case Study
This audio case study examines Apple through research themes associated with Choong Whan Park USC, including brand attachment, consumer identity, loyalty, and long-term customer value.
Listen to the Apple case study on Spotify