Concepedia

Hyokjin Kwak

HK

30

Publications

2K

Citations

22

H-Index

2001

Active since

Affiliations

Drexel University(Current)

Lehigh University

Monmouth University

University of Georgia

Oregon State University

Hyokjin Kwak is an author at Drexel University specializing in management, marketing, and consumer behavior.

Top concepts

MarketingManagementConsumer BehaviorConsumer ResearchAdvertisingConsumer Decision MakingBrand AwarenessConsumer CultureCultureBusiness

Publications per year

2001–2021

30

Publications

30

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

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

Hyokjin Kwak, Richard J. Fox, George M. Zinkhan · Journal of Advertising Research · 2002 · 194 citations

Digital Marketing, Consumer Study, Consumer Research +22

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

Hyokjin Kwak · Journal of the Academy of Marketing Science · 2006 · 129 citations

Digital Marketing, Consumer Study, Consumer Ethnocentrism Offline +16

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

Marina Puzakova, Hyokjin Kwak · Journal of Marketing · 2017 · 126 citations

Consumer Motivation, Consumer Study, Goal-related Crowding +24

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

Rows per page

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