Concepedia
Statistics
Publications
30
Citations
2K
H-Index
22
Active since
2001
Affiliations
Drexel University(Current)
Lehigh University
Monmouth University
University of Georgia
Oregon State University
Hyokjin Kwak is an author at Drexel University specializing in consumer behavior, marketing, and business.
Publications per year
2001–2021
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 · 373 citations
Business, Marketing, Marketing Management +13
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
Business, Marketing, Marketing Management +17
Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences
Marina Puzakova, Hyokjin Kwak · Journal of Marketing · 2017 · 136 citations
Business, Marketing, Marketing Management +12
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 · 131 citations
Business, Marketing, Marketing Management +8
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 · 120 citations
1–5 of 30