TY - JOUR T1 - The Connubial Relationship between Market Orientation and Entrepreneurial Orientation JF - Journal of Marketing Theory and Practice Y1 - 2013 A1 - Kwak,Hyokjin A1 - Jaju,Anupam A1 - Puzakova,Marina A1 - Rocereto,Joseph F. KW - Marketing KW - MBA VL - 21 CP - 2 U2 - a U4 - 55968628736 ID - 55968628736 ER - TY - JOUR T1 - The Role of Geography of Self in "Filling In" Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes JF - Journal of Advertising Y1 - 2013 A1 - Puzakova,Marina A1 - Kwak,Hyokjin A1 - Taylor,Charles R KW - Marketing KW - MBA VL - 42 CP - 1 U2 - a U4 - 55968591872 ID - 55968591872 ER - TY - JOUR T1 - When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings JF - Journal of Marketing Y1 - 2013 A1 - Puzakova,Marina A1 - Kwak,Hyokjin A1 - Rocereto,Joseph KW - Marketing KW - MBA AB - 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—that is, the anthropomorphization of a brand can negatively affect consumers’ 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. VL - 77 CP - 3 U2 - a U4 - 61449900032 ID - 61449900032 ER - TY - JOUR T1 - The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales JF - Advances in International Marketing Y1 - 2011 A1 - Rocereto,Joseph F A1 - Puzakova,Marina A1 - Anderson,Rolph E A1 - Kwak,Hyokjin KW - Marketing KW - MBA VL - 22 U2 - a U4 - 55968544768 ID - 55968544768 ER - TY - JOUR T1 - Mitigating Consumer Ethnocentrism via Advertising and Media Consumption in a Transitional Market: A Study from Russia JF - International Journal of Advertising Y1 - 2010 A1 - Puzakova,Marina A1 - Kwak,Hyokjin A1 - Larsen Andras,Trina KW - Marketing KW - MBA VL - 29 CP - 5 U2 - a U4 - 55968448512 ID - 55968448512 ER - TY - HEAR T1 - The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market Y1 - 2009 A1 - Puzakova,Marina A1 - Kwak,Hyokjin A1 - Andras,Trina Larsen A1 - Zinkhan,George M. KW - Marketing KW - MBA JA - Academy of Marketing Science Annual Conference CY - Baltimore, MD U2 - c U4 - 70481963008 ID - 70481963008 ER -