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Going it alone or together : the role of space between products on consumer perceptions of price promotions
Kwak, Hyokjin; Zhang, Yuli; Puzakova, Marina; … - In: International journal of advertising : the review of … 39 (2020) 7, pp. 1086-1114
Persistent link: https://www.econbiz.de/10012395643
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Space between products on display : the impact of interspace on consumer estimation of product size
Zhang, Yuli; Kwak, Hyokjin; Puzakova, Marina; Taylor, … - In: Journal of the Academy of Marketing Science 49 (2021) 6, pp. 1109-1131
Persistent link: https://www.econbiz.de/10012659698
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When distraction may be a good thing : The role of distraction in low‐fit brand extension evaluation
Zhang, Yuli; Kwak, Hyokjin; Puzakova, Marina; Taylor, … - In: Psychology & Marketing 37 (2020) 4, pp. 604-621
Persistent link: https://www.econbiz.de/10012189626
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Two's company, three's a crowd : the interplay between collective versus solo anthropomorphic brand appeals and gender
Puzakova, Marina; Kwak, Hyokjin - In: Journal of advertising 52 (2023) 1, pp. 94-114
Persistent link: https://www.econbiz.de/10014233767
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It's no longer mine : the role of brand ownership and advertising in cross-border brand acquisitions
Chang, Hua; Kwak, Hyokjin; Puzakova, Marina; Park, Jisoo; … - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 593-620
Persistent link: https://www.econbiz.de/10011547666
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The multidimensionality of anthropomorphism in advertising : the moderating roles of cognitive busyness and assertive language
Reavey, Brooke; Puzakova, Marina; Andras, Trina Larsen; … - In: International journal of advertising : the quarterly … 37 (2018) 3, pp. 440-462
Persistent link: https://www.econbiz.de/10011882008
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Should anthropomorphized brands engage customers? : the impact of social crowding on brand preferences
Puzakova, Marina; Kwak, Hyokjin - In: Journal of marketing 81 (2017) 6, pp. 99-115
Persistent link: https://www.econbiz.de/10011776899
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Painting your point : the role of color in firms' strategic responses to product failures via advertising and marketing communications
Puzakova, Marina; Kwak, Hyokjin; Ramanathan, Suresh; … - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 365-376
Persistent link: https://www.econbiz.de/10011633824
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When brand anthropomorphism alters perceptions of justice : the moderating role of self-construal
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F. - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 851-871
Persistent link: https://www.econbiz.de/10011792407
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When the unknown destination comes alive : the detrimental effects of destination anthropomorphism in tourism
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F.; … - In: Journal of advertising 49 (2020) 5, pp. 508-524
Persistent link: https://www.econbiz.de/10012424304