Concepedia

Joseph F. Rocereto

JF

11

Publications

830

Citations

10

H-Index

2009

Active since

Affiliations

Monmouth University(Current)

Drexel University

Lehigh University

Oregon State University

Joseph F. Rocereto is an author at Monmouth University specializing in management, marketing, and business.

Top concepts

ManagementBusinessMarketingBrand AwarenessConsumer BehaviorConsumer ResearchBrand EquityAdvertisingBrand StrategyBrand Management

Publications per year

2009–2020

11

Publications

11

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

Marina Puzakova, Hyokjin Kwak, Joseph F. Rocereto · Journal of Marketing · 2012 · 359 citations

Consumer Uncertainty, Brand Strategy, Consumer Research +21

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

Hyokjin Kwak, Marina Puzakova, Joseph F. Rocereto · Journal of Marketing · 2015 · 115 citations

Consumer Uncertainty, Behavioral Decision Making, Consumer Study +22

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

Marina Puzakova, Hyokjin Kwak, Joseph F. Rocereto · ACR North American Advances · 2009 · 109 citations

Customer Satisfaction, Consumer Motivation, Consumer Research +23

The Connubial Relationship Between Market Orientation and Entrepreneurial Orientation

Hyokjin Kwak, Anupam Jaju, Marina Puzakova et al. · The Journal of Marketing Theory and Practice · 2013 · 54 citations

Entrepreneurial Phenomenon, Mo Construct, Reverse Moderation +11

Ads are watching me

Marina Puzakova, Joseph F. Rocereto, Hyokjin Kwak · International Journal of Advertising · 2013 · 54 citations

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