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Debunking fake ad claims : the moderating role of gender
Banerjee, Somak; Rocereto, Joseph F.; Kwak, Hyokjin; … - In: International journal of advertising : the review of … 42 (2023) 8, pp. 1352-1376
Persistent link: https://www.econbiz.de/10014450217
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Overcoming the challenge of low familiarity : can a weakly familiar brand signal quality with exceptionally strong warranty?
Dutta, Sujay; Banerjee, Somak; Johnson, Aaron; Biswas, … - In: Journal of business research : JBR 141 (2022), pp. 737-754
Persistent link: https://www.econbiz.de/10013168015
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Self-disclosure in online media : an active audiences perspective
Kwak, Hyokjin - In: International journal of advertising : the quarterly … 31 (2012) 3, pp. 485-510
Persistent link: https://www.econbiz.de/10009581816
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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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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
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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
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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
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Factors affecting new product post-adoption behavior in a major US automotive supply chain : an examination of antecedents to technology internalization
Yim, Frederick Hong-kit; Forman, Howard; Kwak, Hyokjin - In: The journal of business & industrial marketing 28 (2013) 2, pp. 147-159
Persistent link: https://www.econbiz.de/10009723078
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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