C.W. Park

Bio: C.W. Park is an academic researcher from University of Southern California. The author has contributed to research in topics: Brand equity & Brand management. The author has an hindex of 8, co-authored 8 publications receiving 2018 citations.

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Abstract: Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

Attachment–Aversion (AA) Model of Customer–Brand Relationships

Abstract: The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.

Beyond Attitudes: Attachment and Consumer Behavior

Abstract: Although attachment theorists have examined the attachment concept in diverse relationship contexts (romantic relationship, kinship, and friendship, etc), the nomological network of the construct has not been fully delineated The purpose of the present paper is to develop this nomological network We define brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self This definition involves two unique and essential elements: (1) connectedness between the brand and the self and (2) a cognitive and emotional bond, the strength of which evokes a readiness to allocate one's processing resources toward a brand We examined factors that create brand attachment, the effects of brand attachment on higher order relationship-based exchange behaviors, why attachments (and hence relationships) weaken or terminate, and how they may be measured

Dilution and Enhancement of Celebrity Brands Through Sequential Movie Releases

Abstract: This paper examines the effects of sequential movie releases on the dilution and the enhancement of celebrity brands. The authors use favorability ratings collected over a 12-year period (1993 to 2005) to capture movement in the brand equity of a panel of actors/actresses. A dynamic panel data model is used to investigate how the changes of brand equity are associated with the sequence of movies featuring these actors/actresses, after controlling for the possible influence from these stars’ off-camera activities. The authors also examine the underlying factors that influence the magnitude and the longevity of such effects. In contrast to the findings from existing research in product branding, the authors find evidence supporting the general existence of dilution and enhancement effects on the equity of a celebrity brand through his/her movie appearances. They also find that star favorability erodes substantially over time. Finally, this research offers insights for actors/actresses regarding how to strategically make movie selections for maximizing their brand equity.

Not as Happy as I Thought I'd Be: Affective Misforecasting and Product Evaluations

Abstract: The authors introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study one examines whether and when AMF affects evaluations, finding that AMF impacts evaluations when the affective experience is worse (but not when better) than forecasted. Study two tests a process model designed to understand how and why AMF influences evaluations. The extent of elaboration is shown to underlie the observed effects. The studies demonstrate the robustness of the findings by controlling for alternative factors, specifically experienced affect, expectancy-disconfirmation, and actual performance, which might impact these judgments.

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

Abstract: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Abstract: Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers.

Abstract: Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers' intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand...