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.