Choong Whan Park USC

  Choong Whan Park USC and the role of brand meaning in shaping consumer psychology, attachment, and long-term customer relationships. Understanding how his research connected brand strategy, identity, attachment, and long-term customer relationships A strong brand is not simply something consumers recognize. It is something they understand. They associate it with particular benefits, experiences, ideas, expectations, and sometimes parts of their own identity. That distinction sits at the center of much of the work of Choong Whan Park USC . Across decades of research in marketing and consumer psychology, his contributions helped explain why brand strategy cannot be separated from the way people think, feel, remember, identify, and form relationships. That perspective matters because companies often approach branding from the outside in. They begin with a name. A visual identity. Advertising. A campaign. A slogan. A social media presence. But consumers experience brands from the ins...