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International journal of advertising : the quarterly review of marketing communications
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ECONIS (ZBW)
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1
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
Saved in:
2
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
Saved in:
3
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
Saved in:
4
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
Saved in:
5
The role of response formats on extreme response style : a case of Likert-type vs. semantic differential scales
Rocereto, Joseph F.
;
Puzakova, Marina
;
Anderson, Rolph E.
; …
- In:
Measurement and research methods in international marketing
,
(pp. 53-71)
.
2011
Persistent link: https://www.econbiz.de/10009377924
Saved in:
6
The connubial relationship between market orientation and entrepreneurial orientation
Kwak, Hyokjin
;
Jaju, Anupam
;
Puzakova, Marina
; …
- In:
Journal of marketing theory and practice
21
(
2013
)
2
,
pp. 141-161
Persistent link: https://www.econbiz.de/10009777324
Saved in:
7
When humanizing brands goes wrong : the detrimental effect of brand anthropomorphization amid product wrongdoings
Puzakova, Marina
;
Kwak, Hyokjin
;
Rocereto, Joseph F.
- In:
Journal of marketing
77
(
2013
)
3
,
pp. 81-100
Persistent link: https://www.econbiz.de/10009747821
Saved in:
8
Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market : a study from Russia
Puzakova, Marina
;
Kwak, Hyokjin
;
Andras, Trina Larsen
- In:
International journal of advertising : the quarterly …
29
(
2010
)
5
,
pp. 727-764
Persistent link: https://www.econbiz.de/10008758526
Saved in:
9
The role of geography of self in "filling in" brand personality traits : consumer inference of unobservable attributes
Puzakova, Marina
;
Kwak, Hyokjin
;
Taylor, Charles Raymond
- In:
Journal of advertising : official publication of the …
42
(
2013
)
1
,
pp. 16-29
Persistent link: https://www.econbiz.de/10009738749
Saved in:
10
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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