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Dr. C. Whan Park is the Robert E. Brooker Professor of Marketing, University of Southern California. He received a BA in German language and literature from Seoul National University, Korea, in 1967, and an MS and PhD in business administration from the University of Illinois in 1974. Dr. Park has published numerous articles in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. His works have also appeared in many other journals, including Organizational Behavior and Human Performance, the Harvard Business Review, and the Journal of Retailing. Professor Park coauthored Marketing Management (Dryden Press, 1987) with Dr. Gerald Zaltman of Harvard University, and Handbook of Brand Relationships (M.E. Sharpe, 2009) with Deborah J. MacInnis and Joseph Priester. In 1987 he was the recipient of the Alpha Kappa Psi award for his article Strategic Brand Concept-Image Management, which appeared in the Journal of Marketing. He is a fellow of the Society of Consumer Psychology (2012) and the Association for Consumer Research (2015). Dr. Park is a former editor of the Journal of Consumer Psychology (2008–2012). He currently serves as director of the Global Branding Center, Marshall School of Business, University of Southern California (2008–present). Dr. Park served as an advisor to Samsung from 1989 to 1998 and as a member of the board of directors for Samsung Corporation from 2001 to 2010. He has been an advisor for Pulmuone Corporation since 1993. He has been directing and teaching a number of marketing executive programs at Marshall since 1998.

Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and a professor of marketing at the Marshall School of Business, University of Southern California. She received a BS in psychology from Smith College in 1980 and a PhD in marketing from the University of Pittsburgh in 1986. She is theory development editor at the Journal of Marketing, and formerly served as coeditor of the Journal of Consumer Research and associate editor of the Journal of Consumer Research and Journal of Consumer Psychology. She formerly served as treasurer, and president, of the Association for Consumer Research, and is a former vice president of conferences and research for the American Marketing Association’s Academic Council. She has received the Journal of Marketing’s Alpha Kappa Psi Award and its Maynard Award for papers that make the greatest contribution to marketing thought, and the Long-Term Contribution Award from the Review of Marketing Research. Professor MacInnis is coauthor of a leading textbook on consumer behavior (with Wayne Hoyer and Rik Pieters) and coeditor of several volumes on branding (with C. Whan Park and Joseph Priester). She has also served as vice dean of research and strategy and vice dean of the undergraduate program at the Marshall School of Business. She is the winner of local and national teaching awards and is the recipient of USC’s Mentoring Award. She is a member of the American Marketing Association and the Association for Consumer Research. Professor MacInnis’s research focuses on emotions and branding.

Dr. Andreas B. Eisingerich is the academic programme director of the full-time MBA and professor of marketing at Imperial College Business School, Imperial College, London. He received a BSc degree in management, with a focus on economics, quantitative methods, and psychology, from the London School of Economics in 2003, and a research master’s degree (MPhil in management with a focus on marketing) from the University of Cambridge in 2004, where he also earned a PhD in marketing in 2006. He publishes widely in leading academic and practitioner journals, including the Journal of Consumer Psychology, Journal of Marketing, Journal of Service Research, and Harvard Business Review, among others. Professor Eisingerich’s work focuses on consumer behavior, brand management, and service innovation, and includes collaborations with the Bill & Melinda Gates Foundation, UNAIDS, WHO, WWF, and numerous businesses across industries and markets.