@article {1974311,
	title = {The Connubial Relationship between Market Orientation and Entrepreneurial Orientation},
	journal = {Journal of Marketing Theory and Practice},
	volume = {21},
	year = {2013},
	month = {2013},
	pages = {141-161},
	keywords = {Marketing, MBA},
	author = {Kwak,Hyokjin and Jaju,Anupam and Puzakova,Marina and Rocereto,Joseph F.}
}
@article {1974301,
	title = {The Role of Geography of Self in "Filling In" Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes},
	journal = {Journal of Advertising},
	volume = {42},
	year = {2013},
	month = {2013},
	pages = {16-29},
	keywords = {Marketing, MBA},
	author = {Puzakova,Marina and Kwak,Hyokjin and Taylor,Charles R}
}
@article {1974306,
	title = {When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings},
	journal = {Journal of Marketing},
	volume = {77},
	year = {2013},
	month = {2013},
	pages = {81-100},
	abstract = {The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. However, the authors propose negative downstream consequences of brand humanization{\textemdash}that is, the anthropomorphization of a brand can negatively affect consumers{\textquoteright} brand evaluations when the brand faces negative publicity caused by product wrongdoings. They find that consumers who believe in personality stability (i.e., entity theorists) view anthropomorphized brands that undergo negative publicity less favorably than non-anthropomorphized brands. In contrast, consumers who advocate personality malleability (i.e., incremental theorists) are less likely to devalue an anthropomorphized brand from a single instance of negative publicity. Finally, the authors explore three firm response strategies (i.e., denial, apology, and compensation) that can affect the evaluations of anthropomorphized brands between consumers with different implicit theory perspectives. They find that entity theorists have more difficulty in combating the adverse effects of brand anthropomorphization than incremental theorists. Furthermore, they demonstrate that compensation (vs. denial or apology) is the only effective response among entity theorists.},
	keywords = {Marketing, MBA},
	author = {Puzakova,Marina and Kwak,Hyokjin and Rocereto,Joseph}
}
@article {1974316,
	title = {The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales},
	journal = {Advances in International Marketing},
	volume = {22},
	year = {2011},
	month = {2011},
	pages = {53-71},
	keywords = {Marketing, MBA},
	author = {Rocereto,Joseph F and Puzakova,Marina and Anderson,Rolph  E and Kwak,Hyokjin}
}
@article {1974321,
	title = {Mitigating Consumer Ethnocentrism via Advertising and Media Consumption in a Transitional Market: A Study from Russia},
	journal = {International Journal of Advertising},
	volume = {29},
	year = {2010},
	month = {2010},
	pages = {727-764},
	keywords = {Marketing, MBA},
	author = {Puzakova,Marina and Kwak,Hyokjin and Larsen Andras,Trina}
}
@article {1982671,
	title = {The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market},
	year = {2009},
	month = {2009},
	address = {Baltimore, MD},
	keywords = {Marketing, MBA},
	author = {Puzakova,Marina and Kwak,Hyokjin and Andras,Trina Larsen and Zinkhan,George M.}
}
