Contributed by C.W. Park
- 'Enriching Benefits': Why Consumers Love Brands That Make Them Feel Like Good People
"Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to ...
About the Contributor
C.W. Park
C. Whan Park is the Robert E. Brooker Professor of Marketing at USC's Marshall School of Business. He is co-author of a recent book on brand admiration, which blends years of best-practice thinking from academia with the real-world practice of marketing. He is internationally recognized as one of the most frequently cited researchers in the area of consumer behavior.
