About ME
CW Park USC
Marketing Scholarship, Brand Strategy, and Consumer Psychology
CW Park USC is a dedicated resource on Choong Whan Park, a globally respected marketing scholar, author, and branding thought leader whose work has helped shape modern understanding of brand attachment, consumer psychology, loyalty, and long-term value creation.
Across decades of research, writing, and academic leadership, CW Park has examined how consumers form meaningful relationships with brands, why some brands earn lasting admiration, and how emotional connections influence customer behavior. His work offers an important bridge between academic marketing research and the practical decisions organizations make when developing brands, products, and customer experiences.
This website brings together clear introductions to his major research areas, selected publications, academic contributions, and educational resources for readers interested in branding, consumer behavior, and strategic marketing.
About CW Park
CW Park is the professional name commonly associated with Choong Whan Park, an internationally recognized scholar whose academic career included a longstanding association with the University of Southern California.
Rather than treating brands only as names, symbols, or commercial assets, his research has explored the deeper psychological relationships that can develop between people and brands. This perspective has contributed to a more complete understanding of why consumers remain loyal, recommend certain brands, resist competing alternatives, and incorporate brands into their identities and everyday lives.
His scholarship is especially associated with brand attachment, consumer-brand relationships, brand admiration, strategic brand management, and customer value. These areas have become increasingly important as organizations seek to build relationships that extend beyond individual purchases or short-term promotional campaigns.
CW Park’s work remains relevant to researchers, students, business leaders, marketers, and anyone interested in understanding how strong brands create enduring meaning.
Research Areas
Brand Attachment
CW Park is the professional name commonly associated with Choong Whan Park, an internationally recognized scholar whose academic career included a longstanding association with the University of Southern California.
A consumer may be satisfied with a product without feeling personally connected to the brand behind it. Attachment develops when a brand becomes closely connected to a person’s sense of self, memories, goals, relationships, or daily routines.
This distinction has helped researchers and practitioners better understand why some customers demonstrate unusually strong loyalty and advocacy.
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