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Journal Articles
H. Kwak, Jaju, A., Puzakova, M., and Rocereto, J. F., “The Connubial Relationship between Market Orientation and Entrepreneurial Orientation”, Journal of Marketing Theory and Practice, vol. 21, no. 2, pp. 141-161, 2013.
M. Puzakova, Kwak, H., and Andras, T. Larsen, “Mitigating Consumer Ethnocentrism via Advertising and Media Consumption in a Transitional Market: A Study from Russia”, International Journal of Advertising, vol. 29, no. 5, pp. 727-764, 2010.
M. Puzakova, Kwak, H., and Taylor, C. R., “The Role of Geography of Self in "Filling In" Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes”, Journal of Advertising, vol. 42, no. 1, pp. 16-29, 2013.
J. F. Rocereto, Puzakova, M., Anderson, R. E., and Kwak, H., “The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales”, Advances in International Marketing, vol. 22, pp. 53-71, 2011.
M. Puzakova, Kwak, H., and Rocereto, J., “When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings”, Journal of Marketing, vol. 77, no. 3, pp. 81-100, 2013.
Presentations
M. Puzakova, Kwak, H., Andras, T. Larsen, and Zinkhan, G. M., “The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market”, Academy of Marketing Science Annual Conference. Baltimore, MD, 2009.