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The Legends in Consumer Behavior series captures the essence of the most important contributions made in the field of consumer behavior in the past several decades. It reproduces the seminal works of the legends in the field, which are supplemented by interviews of these legends as well as by the opinions of other scholars about their work.

The series comprises various sets, each focusing on the multiple ways in which a legend has contributed to the field. This set, consisting of five volumes, is a tribute to C. Whan Park.

Professor Park is a Robert E. Brooker Professor of Marketing at the University of Southern California. Prior to joining the USC Marshall School of Business, Los Angeles, California, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh (1979–1997).

He is one of the most innovative thought leaders who has pioneered many important areas in consumer behavior. His innovative publications include seminal papers in dyadic decision-making, “Joint Decisions in Home Purchasing: A Muddling-Through Process;” brand management, “Strategic Brand Concept-Image Management,” and brand attachment, “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.” He has also published highly influential articles in the areas of brand familiarity, subjective and objective knowledge, cognitive and affective involvement, constructive decision-making, cost-efficient brand growth strategies, and brand naming strategies. Apart from this, Professor Park has coauthored Marketing Management (1987) with Dr Gerald Zaltman, and Handbook of Brand Relationships (2009) with Deborah J. MacInnis and Joseph Priester. His most recent book, Brand Admiration: Building a Business People Love, coauthored with Dr Deborah J. MacInnis and Dr Andreas Eisingerich, was published in October 2016.

Professor Park was the recipient of the 1987 Alpha Kappa Psi Award and has been a Fellow of Society of Consumer Psychology (2012) and a Fellow of Association for Consumer Research (ACR, 2015). He was the Editor of the Journal of Consumer Psychology (2008–2012) and is currently the Director of the Global Branding Center at the Marshall School of Business (2008–present).

The series is edited by Jagdish N. Sheth, who is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, Atlanta, Georgia. He is a past president of the ACR, as well as Division 23 (Consumer Psychology) of the American Psychological Association (APA). He is also a Fellow of the APA and the ACR. Professor Sheth co-authored Theory of Buyer Behavior (with J.A. Howard), a classic in consumer behavior published in 1969.

Contents: Volume 1: The Role of Familiarity and Knowledge in Consumer Behavior/edited by Mita Sujan.

Volume 2: Involvement and Reference Group Influence/edited by Joseph R Priester.

Volume 3: Decision-making and Choice Decisions/edited by Richard J Lutz.

Volume 4: Brand Strategy/editor by Vanessa Patrick.

Volume 5: Causes of Brand Attachment and Its Effect on Consumers’ Information Processing Evaluations and Behaviors/edited by Debbie MacInnis.