Positions held



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BOOK CHAPTERS




  1. C. Whan Park and Banwari Mittal, "A Theory of Involvement and Consumer Behavior," in Consumer Behavior: Basic Findings and Management Implications, Gerald Zaltman and Melanie Wallendorf, eds., New York: John Wiley & Sons, 2nd edition, 1983.



  1. C. Whan Park, Deborah J. MacInnis, and Joe Priester, “Brand Attachment: Construct, Consequences and Causes,” in Foundations and Trends in Marketing 1(3), Eliashburg, J., ed., Now Publsihing Co., 2006.




  1. C. Whan Park, Deborah J. MacInnis, Joseph Priester, “Brand Attachment and a Strategic Brand Exemplar” in Handbook of Brand and Experience Management, Schmitt, B. and Rogers, D., eds., (2009). Elgar Publishing.




  1. C. Whan Park, Deborah J. MacInnis, Joseph Priester, and Wan Zhong, The Connection-Prominence Attachment Model (CPAM): A Conceptual and Methodological Exploration of Brand Attachment, Handbook of Brand Relationships, Edited by MacInnis, Deborah J., C Whan Park, and Joseph Priester, Ch. 17, Armonk, NY: M. E. Sharpe (2009).



  1. C. Whan Park, Deborah J. MacInnis, Joseph Priester, and Wan Zhong, The Prominent Oneness: A New Perspective toward Brand-Customer Relationships, Handbook of Brand Relationships, Edited by MacInnis, Deborah J., C Whan Park, and Joseph Priester, Ch. 20. Armonk, NY: M. E. Sharpe (2009).





  1. C. Whan Park, Deborah J. MacInnis, Xavier Dreze, and J. Lee, Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity Measure, Contemporary Branding Issues: A Research Perspective, Edited by B. Loken, R. Ahluwalia, and M. Houston, Taylor and Francis Group Publishing (2009).




  1. C. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich, Brand Architecture Design and Brand Naming Decision, Routledge Companion to Brand Management, Taylor & Francis Group (2015). Forthcoming.




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