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Hyokjin Kwak, Ph.D.

Affiliations: 
University of Georgia, Athens, Athens, GA, United States 
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"Hyokjin Kwak"
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George Zinkhan grad student 2001 University of Georgia
 (Web -based chatting: Consumer communications and commercial communications.)

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Publications

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Zhang Y, Kwak H, Jeong H, et al. (2019) Facing the “Right” Side? The Effect of Product Facing Direction Journal of Advertising. 48: 153-166
Puzakova M, Kwak H, Ramanathan S, et al. (2016) Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications Journal of Advertising. 1-12
Kwak H, Puzakova M, Rocereto JF. (2015) Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness Journal of Marketing. 79: 56-76
Chang H, Kwak H, Puzakova M, et al. (2015) It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions International Journal of Advertising. 34: 593-620
Puzakova M, Kwak H, Bell M. (2015) Beyond Seeing McDonald's Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands Journal of Advertising. 44: 219-231
Kwak H, Jaju A, Puzakova M, et al. (2013) The Connubial Relationship Between Market Orientation and Entrepreneurial Orientation The Journal of Marketing Theory and Practice. 21: 141-162
Puzakova M, Rocereto JF, Kwak H. (2013) Ads are watching me - A view from the interplay between anthropomorphism and customisation International Journal of Advertising. 32: 513-538
Puzakova M, Kwak H, Rocereto JF. (2013) When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization Amid Product Wrongdoings Journal of Marketing. 77: 81-100
Puzakova M, Kwak H, Taylor CR. (2013) The role of geography of self in "filling in" brand personality traits: Consumer inference of unobservable attributes Journal of Advertising. 42: 16-29
Kwak H. (2012) Self-disclosure in online media International Journal of Advertising. 31: 485-510
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