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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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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
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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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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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The impact of consumer expectations and familiarity on deceptive pricing in advertising : a view from drip pricing practice
Banerjee, Somak; Dutta, Sujay; Biswas, Abhijit; Kwak, … - In: International journal of advertising : the review of … 43 (2024) 2, pp. 254-285
Persistent link: https://www.econbiz.de/10014550811