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Hyokjin Kwak · Study

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Hyokjin Kwak

32 works· latest 2025· 4 institutionscluster: provisionalORCID 0000-0001-6139-9033

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i1029

Citations1,953

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Most cited in this library

When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings2012 · 388 citations
What Products Can Be Successfully Promoted and Sold Via the Internet?2002 · 190 citations
Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences2017 · 145 citations
Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, and India2006 · 133 citations
Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness2015 · 122 citations

Works

32 shown

When previous relationships limit the new: The interplay between product anthropomorphism and used products

Journal of the Academy of Marketing Science·2025·4 authors

7citations

The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice

International Journal of Advertising·2023·3 authors

10citations

Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender

Journal of Advertising·2021·2 authors

8citations

Space between products on display: the impact of interspace on consumer estimation of product size

Journal of the Academy of Marketing Science·2021·4 authors

23citations

Going it alone or together: the role of space between products on consumer perceptions of price promotions

International Journal of Advertising·2020·4 authors

10citations

When distraction may be a good thing: The role of distraction in low‐fit brand extension evaluation

Psychology and Marketing·2020·4 authors

15

citations

Facing the “Right” Side? The Effect of Product Facing Direction

Journal of Advertising·2018·4 authors

22citations

Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction

Journal of Business Research·2018·4 authors

74citations

The multidimensionality of anthropomorphism in advertising: the moderating roles of cognitive busyness and assertive language

International Journal of Advertising·2018·4 authors

58citations

Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

Journal of Marketing·2017·2 authors

145citations

When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal

International Journal of Research in Marketing·2017·3 authors

48citations

Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications

Journal of Advertising·2016·4 authors

24citations

Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness

Journal of Marketing·2015·3 authors

122citations

It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions

International Journal of Advertising·2015·5 authors

39citations

Beyond Seeing McDonald's Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands

Journal of Advertising·2015·3 authors

51citations

Astrology: Its Influence on Consumers’ Buying Patterns and Consumers’ Evaluations of Products and Services

Developments in marketing science: proceedings of the Academy of Marketing Science·2014·3 authors·chapter

10citations

The Connubial Relationship Between Market Orientation and Entrepreneurial Orientation

The Journal of Marketing Theory and Practice·2013·4 authors

56citations

The Role of Geography of Self in “Filling In” Brand Personality Traits: Consumer Inference of Unobservable Attributes

Journal of Advertising·2013·3 authors

18citations

When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings

Journal of Marketing·2012·3 authors

388citations

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market

International Journal of Advertising·2010·3 authors

20citations

The Factors Affecting Attitudes Toward HSDPA Service and Intention to Use: A Cross-Cultural Comparison between Asia and Europe

Journal of Global Academy of Marketing Science·2009·8 authors

6citations

Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands

ACR North American Advances·2009·3 authors

109citations

Advertising to ‘active’ viewers

International Journal of Advertising·2009·3 authors

19citations

Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, and India

Journal of the Academy of Marketing Science·2006·1 author

133citations

Revisiting Normative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior

Journal of International Consumer Marketing·2006·4 authors·Open access

38citations

Compulsive comorbidity and its psychological antecedents: a cross‐cultural comparison between the US and South Korea

Journal of Consumer Marketing·2004·3 authors

100citations

Diagnostic Screener for Compulsive Buying: Applications to the USA and South Korea

Journal of Consumer Affairs·2003·3 authors

41citations

Effects of Compulsive Buying Tendencies on Attitudes toward Advertising: The Moderating Role of Exposure to TV Commercials and TV Shows

Journal of Current Issues & Research in Advertising·2002·3 authors·Open access

42citations

Learning Styles of Undergraduate Business Students: A Cross-Cultural Comparison between the US, India, and Korea

Marketing Education Review·2002·3 authors

63citations

The Moderating Role of Gender and Compulsive Buying Tendencies in the Cultivation Effects of TV Show and TV Advertising: A Cross Cultural Study Between the United States and South Korea

Media Psychology·2002·3 authors

54citations

What Products Can Be Successfully Promoted and Sold Via the Internet?

Journal of Advertising Research·2002·3 authors

190citations

Moral Orientation: Its Relation to Product Involvement and Consumption

ACR North American Advances·2001·3 authors

10citations