C. Whan Park

C. Whan Park

C. Whan Park is a researcher and co-author of the 2005 attachment scale paper and first author of the 2010 Journal of Marketing paper on brand attachment and attitude strength.

Who they are

The work of C. Whan Park reaches this site through the papers listed below. On this site the name is tied to Brand Attachment.

Key papers

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. What it reports: Five studies. Studies 1 and 2 developed a scale of the strength of consumers' emotional attachments to brands; Study 3 tested internal consistency and dimensional structure; Study 4 tested convergent validity against four behavioural indicators of attachment; Study 5 showed discriminant validity from satisfaction, involvement and brand attitudes, and predictive validity, with attachment positively associated with brand commitment and investment. Limitations and boundary conditions are discussed.

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. What it reports: Defines brand attachment, distinguishes it from attitude strength, develops and validates a short measure. The authors argue that attachment predicts intentions to perform difficult behaviours, actual purchases, share of category requirements among competing brands, and reliance on the brand to meet needs.

Key ideas

Brand Attachment: An emotional bond between a person and a brand, measurable and distinct from satisfaction, involvement and attitude strength.

Sources

  1. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
  2. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.