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Hyokjin Kwak

Observed names: H. Kwak, HYOKJIN KWAK
Institution: Flame University
ORCID: 0000-0001-6139-9033
Observed ORCID: 0000-0001-6139-9033
OpenAlex ID: A5085890274
When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings
2012 · Marina Puzakova, Hyokjin Kwak, et al. · Journal of Marketing · 414
What Products Can Be Successfully Promoted and Sold Via the Internet?
2002 · Hyokjin Kwak, Richard J. Fox, et al. · Journal of Advertising Research · 186
Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences
2017 · Marina Puzakova, Hyokjin Kwak · Journal of Marketing · 155
Consumer Ethnocentrism Offline and Online: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, and India
2006 · H. Kwak · Journal of the Academy of Marketing Science · 140
Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness
2015 · Hyokjin Kwak, Marina Puzakova, et al. · Journal of Marketing · 133
Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands
2009 · Marina Puzakova, Hyokjin Kwak, et al. · ACR North American Advances · 109
Compulsive comorbidity and its psychological antecedents: a cross‐cultural comparison between the US and South Korea
2004 · Hyokjin Kwak, George M. Zinkhan, et al. · Journal of Consumer Marketing · 102
Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction
2018 · Hyokjin Kwak, Rolph E. Anderson, et al. · Journal of Business Research · 81
Learning Styles of Undergraduate Business Students: A Cross-Cultural Comparison between the US, India, and Korea
2002 · Anupam Jaju, Hyokjin Kwak, et al. · Marketing Education Review · 66
Ads are watching me: A view from the interplay between anthropomorphism and customisation
2013 · Marina Puzakova, Joseph F. Rocereto, et al. · International Journal of Advertising · 64
The Connubial Relationship Between Market Orientation and Entrepreneurial Orientation
2013 · Hyokjin Kwak, Anupam Jaju, et al. · The Journal of Marketing Theory and Practice · 58
The multidimensionality of anthropomorphism in advertising: the moderating roles of cognitive busyness and assertive language
2018 · Brooke Reavey, Marina Puzakova, et al. · International Journal of Advertising · 57
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
2002 · Hyokjin Kwak, George M. Zinkhan, et al. · Media Psychology · 57
When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal
2017 · Hyokjin Kwak, Marina Puzakova, et al. · International Journal of Research in Marketing · 54
Beyond Seeing McDonald's Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands
2015 · Marina Puzakova, Hyokjin Kwak, et al. · Journal of Advertising · 54
Web-Based Chatting: Consumer Communication in Cyberspace
2003 · George M. Zinkhan, Hyokjin Kwak, et al. · Journal of Consumer Psychology · 54
Self-disclosure in online media: An active audience perspective
2012 · Hyokjin Kwak · International Journal of Advertising · 49
Effects of Compulsive Buying Tendencies on Attitudes toward Advertising: The Moderating Role of Exposure to TV Commercials and TV Shows
2002 · Hyokjin Kwak, George M. Zinkhan, et al. · Journal of Current Issues & Research in Advertising · 43
Diagnostic Screener for Compulsive Buying: Applications to the USA and South Korea
2003 · HYOKJIN KWAK, GEORGE M. ZINKHAN, et al. · Journal of Consumer Affairs · 42
Revisiting Normative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior: A Case from South Korea
2006 · Hyokjin Kwak, George M. Zinkhan, et al. · Journal of International Consumer Marketing · 41
It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions
2015 · Hua Chang, Hyokjin Kwak, et al. · International Journal of Advertising · 40
When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism
2020 · Hyokjin Kwak, Marina Puzakova, et al. · Journal of Advertising · 38
Painting Your Point: The Role of Color in Firms' Strategic Responses to Product Failures via Advertising and Marketing Communications
2016 · Marina Puzakova, Hyokjin Kwak, et al. · Journal of Advertising · 26
Space between products on display: the impact of interspace on consumer estimation of product size
2021 · Yuli Zhang, Hyokjin Kwak, et al. · Journal of the Academy of Marketing Science · 24
Facing the “Right” Side? The Effect of Product Facing Direction
2018 · Yuli Zhang, Hyokjin Kwak, et al. · Journal of Advertising · 23
Works count: 71
Citation count: 2,310
H-index: 24
I10-index: 34
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