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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 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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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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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
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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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Better not smile at the price : the differential role of brand anthropomorphization on perceived price fairness
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F. - In: Journal of marketing 79 (2015) 4, pp. 56-76
Persistent link: https://www.econbiz.de/10011304637
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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