| When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings M Puzakova, H Kwak, JF Rocereto Journal of marketing 77 (3), 81-100, 2013 | 606 | 2013 |
| Pushing the envelope of brand and personality: Antecedents and moderators of anthropomorphized brands. M Puzakova, H Kwak, JF Rocereto Advances in consumer research 36, 2009 | 278 | 2009 |
| Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism M Puzakova, P Aggarwal Journal of Consumer Research 45 (4), 869-888, 2018 | 255 | 2018 |
| Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness H Kwak, M Puzakova, JF Rocereto Journal of Marketing 79 (4), 56-76, 2015 | 190 | 2015 |
| Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences M Puzakova, H Kwak Journal of Marketing 81 (6), 99-115, 2017 | 187 | 2017 |
| The connubial relationship between market orientation and entrepreneurial orientation H Kwak, A Jaju, M Puzakova, JF Rocereto Journal of Marketing Theory and Practice 21 (2), 141-162, 2013 | 103 | 2013 |
| Ads are watching me: A view from the interplay between anthropomorphism and customisation M Puzakova, JF Rocereto, H Kwak International Journal of Advertising 32 (4), 513-538, 2013 | 101 | 2013 |
| The multidimensionality of anthropomorphism in advertising: The moderating roles of cognitive busyness and assertive language B Reavey, M Puzakova, T Larsen Andras, H Kwak International Journal of Advertising 37 (3), 440-462, 2018 | 72 | 2018 |
| Beyond seeing McDonald's fiesta menu: The role of accent in brand sincerity of ethnic products and brands M Puzakova, H Kwak, M Bell Journal of Advertising 44 (3), 219-231, 2015 | 70 | 2015 |
| When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal H Kwak, M Puzakova, JF Rocereto International Journal of Research in Marketing 34 (4), 851-871, 2017 | 63 | 2017 |
| It's no longer mine: The role of brand ownership and advertising in cross-border brand acquisitions H Chang, H Kwak, M Puzakova, J Park, EG Smit International Journal of Advertising 34 (4), 593-620, 2015 | 53 | 2015 |
| When the unknown destination comes alive: The detrimental effects of destination anthropomorphism in tourism H Kwak, M Puzakova, JF Rocereto, T Moriguchi Journal of Advertising 49 (5), 508-524, 2020 | 40 | 2020 |
| Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: A study from Russia M Puzakova, H Kwak, TL Andras International Journal of Advertising 29 (5), 727-764, 2010 | 39 | 2010 |
| Painting your point: The role of color in firms' strategic responses to product failures via advertising and marketing communications M Puzakova, H Kwak, S Ramanathan, JF Rocereto Journal of Advertising 45 (4), 365-376, 2016 | 38 | 2016 |
| The role of geography of self in “filling in” brand personality traits: Consumer inference of unobservable attributes M Puzakova, H Kwak, CR Taylor Journal of advertising 42 (1), 16-29, 2013 | 38 | 2013 |
| The role of response formats on extreme response style: A case of Likert-type vs. semantic differential scales JF Rocereto, M Puzakova, RE Anderson, H Kwak Measurement and research methods in international marketing, 53-71, 2011 | 37 | 2011 |
| Facing the “right” side? The effect of product facing direction Y Zhang, H Kwak, H Jeong, M Puzakova Journal of Advertising 48 (2), 153-166, 2019 | 30 | 2019 |
| ¿ Y Usted? Social influence effects on consumers' service language preferences ML Bell, M Puzakova Journal of Business Research 72, 168-177, 2017 | 28 | 2017 |
| Space between products on display: the impact of interspace on consumer estimation of product size Y Zhang, H Kwak, M Puzakova, CR Taylor Journal of the Academy of Marketing Science 49 (6), 1109-1131, 2021 | 22 | 2021 |
| When distraction may be a good thing: The role of distraction in low‐fit brand extension evaluation Y Zhang, H Kwak, M Puzakova, CR Taylor Psychology & Marketing 37 (4), 604-621, 2020 | 17 | 2020 |
Hyokjin KwakFLAME UniversityVerified email at flame.edu.in
