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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 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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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