Park, Chan Su 박찬수

  • Marketing
  • Professor
  • Measuring Brand Equity, Customer Preference Structure Measurement
  • Room 507 in LG-POSCO bldg.
  • TEL : 02-3290-1947
  • Email :
  • Fax :
  • Homepage :
  • Office Hour :


  • 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.
  • Area Editor (Marketing), Journal of the Korean Academic Society of Business Administration, 2013-2015.
  • Editor-in-Chief, Journal of Korean Marketing Association, 2014-2016.
  • Director, Institute for Business Research and Education, Korea University, 2016-2018.



  • 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).
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  • 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.).
  • Samsung’s 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).
  • Two Dimensions of Customer Satisfaction: The Effects of Satisfaction and Dissatisfaction on Repurchase Intentions with Moderating Role of Regulatory Focus,  Academy of Customer Satisfaction Management, 2017 (with Eun Young Lee).
  • The Relationship among Surprise, Anger, and Repurchase Intentions in a Negative Consumption Experience, Journal of Product Research, 2018 (with Eun Young Lee).
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  • New Product Marketing(신상품마케팅), 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(마케팅원리), 6th Ed., 2018, Seoul: Bobmunsa.
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