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Chan Su Park

Professor of Marketing

 

Office: LG-POSCO Business Hall #507

Phone: +82-2-3290-1947

Fax: +82-2-3290-1307

E-Mail: chansu@korea.ac.kr

 
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Academic Degrees

    BBA, Seoul National University, 1985

    MBA, University of Michigan, Ann Arbor, 1987

    MS in Statistics, Stanford University, 1992

    PhD in Business, Stanford University, 1992

Professional Experience

    Assistant Professor of Marketing, Hankuk University of Foreign Studies, 1993-1997

    Assistant Professor of Marketing, Korea University Business School, 1997-1999

    Associate Professor of Marketing, Korea University Business School, 1999-2003.

    Visiting Scholar, Stanford University, 2000-2001.

    Professor of Marketing, Korea University Business School, 2004-Present.

    Marketing Area Chair, Korea University Business School, 2005-2007.

    Associate Dean, Korea University Business School, 2010-2012.

    Chair of Department of Business Administration and Department of International Business, Graduate School, Korea University, 2010-2012.

    Director, Institute for Business Research and Education, Korea University, 2016-Present.

Awards

    Henry Ford II Scholar (1987).

    Doctoral Consortium Fellow, American Marketing Association (1991).

    Best Paper Award, Korea Marketing Review (1996).

    Donald R. Lehmann Award for Outstanding Dissertation-Based Article in Marketing Research, American Marketing Association Marketing Research Special Interest Group (with V. "Seenu" Srinivasan)(1997).

    Asia-Pacific Top 10 Researcher (2002).

    Teaching Excellence Award, Korea University Business School (2002).

    Best Reviewer Award, Journal of Consumer Studies (2004).

    Teaching Excellence Award, Korea University (2004, 2005, 2006, 2007, 2008, 2009, 2011, 2014, 2016).

    John D.C. Little Best Paper Award Finalist (2006).

    SK Best Reviewer Award, Korean Academic Society of Business Administration (2014).

Research Interests

    Quantitative approaches to marketing

    Measurement of customer preference structures

    Measurement of brand equity

    Econometric methods

Publications

Papers

    A Survey-Based Method for Measuring and Understanding Brand Equity and its Extendibility, Journal of Marketing Research, 1994 (with V. "Seenu" Srinivasan).

    An Empirical Assessment of Explanatory and Predictive Power of an Advertising-to-Sales Ratio Model, Journal of the Korean Association of Business Administration, 1995.

    Brand-Naming as a Strategic Response to Entry, Review of Economics and Business, 1996.

    Surprising Robustness of the Self-Explicated Approach to Customer Preference Structure Measurement, Journal of Marketing Research, 1997 (with V. "Seenu" Srinivasan).

    The Effects of Discounted Gift Certificates on Price Competition, Korea Marketing Review, 1997.

    An Empirical Study on the Effects of New Car Launches on Used Car Prices: Substitution and Brand-Building Effects, Korea Marketing Review, 1998.

    Effects of Corporate Identity Program on the Profit Performance of the Firm, Korea Marketing Journal, 2001 (with Tae Hee Lee).

    The Relationship between Critical Reviews and Performance of Movies: Does it Hold in the Internet Era? Korea Marketing Review, 2001 (with Hyung Hyun Park)

    A Comparative Analysis of Two Royalty Structures in Franchising under Demand Uncertainty. Journal of Retailing and Consumer Services, 2002 (with Seungwon Jeon).

    A Comparison of Debt Aversions in Vacation Plans and Personal Computers through Double-Entry Mental Accounting Model, Journal of Consumer Studies, 2002 (with Taigon Kwon)

    A Critical Review and Assessment of 10 Years of New Product Awards from 10 Major Newspapers, Korea Marketing Journal, 2002 (with Junsuk Lee).

    The Robustness of Hierarchical Bayes Conjoint Analysis under Alternative Measurement Scales, Journal of Business Research, 2004.

    A Study on the Current State and Issues of Brand Manager System in Korea, Design and Brand Management Journal, 2004 (with Hyun-Sook Hwang).

    A Critical Review and Assessment of Brand Awards from 10 Major Newspapers, Korea Marketing Journal, 2005 (with Yon Soo Park).

    An approach to the measurement, analysis, and prediction of brand equity and its sources. Management Science, 2005 (with V. Srinivasan and Dae Ryun Chang).

    Consumer Responses toward Hit Product Awards: The Moderating Role of Product Knowledge and Brand Strength, Korea Marketing Review, 2006 (with Gangseog Ryu and Jongchul Park).

    Developing a Scale for Measuring Sense of Online Community (SOC), Korea Marketing Review, 2007 (with Onsuk Lim and Ki Soon Lee).

    A Two-Stage Model of the Effects of Keyword Searches on Sales, Korea Marketing Journal, 2008 (with Jihoon Cho).

    Measuring Self-Image Congruity via Polynomial Regression: Comparisons with Indirect and Direct Measures, Korea Marketing Review, 2008 (with Yongwoon Kim and Jung-Min Jang).

    Ten Years of Research on Brands: Research Findings and Future Priorities, Journal of Consumer Studies, 2010 (with Sung-Youl Jun).

    Marketing Strategy in the Era of Social Media, Trends and Issues in Academic Research, The National Academy of Sciences, Republic of Korea, 2012.

    Effects of Incongruent Modifier and Self-Regulatory Focus on Brand Name Evaluation, Journal of Brand Design Association of Korea, 2013 (with Ti Wen Kuo).

    Effects of Product Number and Brand Breadth on the Evaluations of an Extended Product, Asia Marketing Journal, 2013 (with Minsun Yeu et al.).

    Samsungs New Management and Brand-Centered Management of Samsung Electronics, Journal of Korean Academic Society of Business Administration, 2014 (with Han Ku Kim).

    Does Advertising Exposure Prior to Customer Satisfaction Survey Enhance Customer Satisfaction Ratings? Marketing Letters, 2015 (with Eun Young Lee).

    Relationship between Surprise and Customer Delight: Focusing on Types of Surprises and Products, Journal of Consumer Studies, 2017 (with Eun Young Lee).

Book Chapters

    Conjoint Analysis, In Phil Wha Yoo (ed.) Modern Marketing Science, 1994 (in Korean).

    Managing and Measuring Brand Equity, In MINET (eds.) New Trends in Marketing, 1995 (in Korean).

    Margin or Sales? A Comparative Analysis of Two Royalty Structures in Japanese Convenience Store Industry, In Michael Czinkota and Masaaki Kotabe (eds.) Japanese Distribution Strategy, London: Business Press (with Rajiv Lal and Hyunchul Kim).

Books

    New Product Marketing, 1995, Seoul: Sigma Press (with Youjae Yi; the Korean Translation of Design and Marketing of New Products by Glen L. Urban and John R. Hauser).

    Marketing Principles, 5th Ed., 2014, Seoul: Bobmunsa..

Conferences

    A Survey-Based Method for Measuring Brand Equity, Korean Association of Business Administration Conference (Fall, 1993).

    Surprising Robustness of the Self-Explicated Approach to Customer Preference Structure Measurement, INFORMS Marketing Science Conference (1995) (with V. "Seenu" Srinivasan).

    The Effects of Discounted Gift Certificates on Price Competition, Korean Association of Business Administration Conference (Fall, 1997).

    Margin or Sales? A Comparative Analysis of Two Royalty Structures in Japanese Convenience Store Industry, American Marketing Association-Japanese Marketing Association Joint Conference on Japanese Distribution Strategy (1998) (with Rajiv Lal and Hyunchul Kim).

    A Comparative Analysis of Two Royalty Structures in Franchising under Demand Uncertainty, Korean Association of Business Administration Conference (Winter, 2000) (with Seungwon Jeon).

    Predictive Validity of Hierarchical Bayes Conjoint Analysis: A Simulation Study, Korea Marketing Association Conference (Spring, 2000).

    A Critical Review of 10 Years of New Product Awards from 10 Major Newspapers, Korea Marketing Association Conference (Fall, 2002).

    Reexamining Self-Congruity Using Polynomial Regression, Korea Marketing Association Conference (Fall, 2005) (with Yong Woon Kim).

    Customer Acquisition and Retention Game in Competition, Korean Academic Society of Business Administration Conference (Summer, 2006) (with Onsuk Lim).

    The Effects of Keyword Searches on Sales, Korean Academic Society of Business Administration Conference (Summer, 2007) (with Jihoon Cho).

    Does Advertising Increase Consumer Satisfaction? Korea Marketing Association Conference (Spring, 2010) (with Eun Young Lee).

    Review Paper – Brand, Korean Society of Consumer Studies 20th Anniversary Conference (Fall, 2010) (with Sung-Youl Jun).

    Are Brand Breadth and Product Number the Same Construct? Korea Marketing Association Conference (Spring, 2012) (with Minsun Yeu et al.).

    Two Factors in Customer Satisfaction: The Effects of Satisfaction and Dissatisfaction on Repurchase, Word-of-Mouth, and Switching Intentions, Korea Marketing Association Conference (Spring, 2013) (with Eun Young Lee).

    Samsungs New Management and Brand Management, International Conference Commemorating the 20th Anniversary of Samsungs New Management (2013).

    Does Advertising Exposure Prior to Customer Satisfaction Survey Enhance Customer Satisfaction Ratings? International Conference of Asian Marketing Associations (2015) (with Eun Young Lee)

    Relationship between Surprise, Joy, and Repurchase Intentions: Focusing on Antecedents of Surprise, Product Type, and Regulatory Focus, Korea Marketing Association Conference (Spring, 2016) (with Eun Young Lee).

Academic Organizations

    Editor-in-Chief, Journal of Korean Marketing Association (2014-2016).

    Area Editor (Marketing), Journal of the Korean Academic Society of Business Administration (2013-2015).

    Editorial Board: Journal of Consumer Studies (1994-1995; 2003-2006), Journal of Korean Marketing Association (1996-1998; 2000-2002, 2010-2012), Korea Marketing Journal (2004-2006).

    Member: Korean Marketing Association, Korean Academic Society of Business Administration, Korean Society of Consumer Studies.

Courses

    BBA BUSS205 Principles of Marketing

    BBA BUSS252 Marketing Research

    BBA BUSS454 Product and Brand Management

    MS BUS507 Marketing Management

    MS BUS639 Understanding Brand

    MS BUS721 Product Management

    MBA GMB508 Marketing Management

    MBA GMM602 Marketing Research

    MBA KMB627 Strategic Brand Management

    PhD BUS872 Doctoral Seminar in Marketing

Last Revised, June 3, 2017