Tag: Choong Whan Park
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Why I Chose Apple and Starbucks to Explore Brand Attachment and Brand Meaning
What two very different companies reveal about usefulness, identity, belonging, and the relationships people develop with brands.By Choong Whan Park USC As a California-based marketing scholar and author, I have focused much of my work on brand strategy, consumer psychology, and the relationships people develop with brands. When choosing companies to explore through these ideas,…
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Choong Whan Park USC: Starbucks and the Business of Belonging
A case study exploring how Starbucks built meaning through coffeehouse culture, customer experience, belonging, and brand attachment, while adapting to digital convenience and global growth.