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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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Beyond seeing Mcdonald's Fiesta menu : the role of accent in brand sincerity of ethnic products and brands
Puzakova, Marina; Kwak, Hyokjin; Bellan, Monique - In: Journal of advertising : official publication of the … 44 (2015) 3, pp. 219-231
Persistent link: https://www.econbiz.de/10011313250
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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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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