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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 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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Advertising to "active" viewers : consumer attitudes in the US and South Korea
Kwak, Hyokjin; Andras, Trina Larsen; Zinkhan, George M. - In: International journal of advertising : the quarterly … 28 (2009) 1, pp. 49-75
Persistent link: https://www.econbiz.de/10003819152
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Consumer attitudes towards firms' marketing activities : the implications for marketing communications strategies
Kwak, Hyokjin; Forman, Howard; Zinkhan, George M. - In: International journal of internet marketing and … 5 (2009) 3, pp. 131-144
Persistent link: https://www.econbiz.de/10003877198
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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