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Marina Puzakova
Marina Puzakova
Adresse e-mail validée de lehigh.edu
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When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings
M Puzakova, H Kwak, JF Rocereto
Journal of marketing 77 (3), 81-100, 2013
4662013
When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings
M Puzakova, H Kwak, JF Rocereto
Journal of marketing 77 (3), 81-100, 2013
4662013
Pushing the envelope of brand and personality: Antecedents and moderators of anthropomorphized brands.
M Puzakova, H Kwak, JF Rocereto
Advances in consumer research 36, 2009
2332009
Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism
M Puzakova, P Aggarwal
Journal of Consumer Research 45 (4), 869-888, 2018
1732018
Better not smile at the price: The differential role of brand anthropomorphization on perceived price fairness
H Kwak, M Puzakova, JF Rocereto
Journal of Marketing 79 (4), 56-76, 2015
1522015
Should anthropomorphized brands engage customers? The impact of social crowding on brand preferences
M Puzakova, H Kwak
Journal of Marketing 81 (6), 99-115, 2017
1212017
The connubial relationship between market orientation and entrepreneurial orientation
H Kwak, A Jaju, M Puzakova, JF Rocereto
Journal of Marketing Theory and Practice 21 (2), 141-162, 2013
912013
Ads are watching me: A view from the interplay between anthropomorphism and customisation
M Puzakova, JF Rocereto, H Kwak
International Journal of Advertising 32 (4), 513-538, 2013
812013
The multidimensionality of anthropomorphism in advertising: The moderating roles of cognitive busyness and assertive language
B Reavey, M Puzakova, T Larsen Andras, H Kwak
International Journal of Advertising 37 (3), 440-462, 2018
542018
Beyond seeing McDonald's fiesta menu: The role of accent in brand sincerity of ethnic products and brands
M Puzakova, H Kwak, M Bell
Journal of Advertising 44 (3), 219-231, 2015
502015
It's no longer mine: The role of brand ownership and advertising in cross-border brand acquisitions
H Chang, H Kwak, M Puzakova, J Park, EG Smit
International Journal of Advertising 34 (4), 593-620, 2015
462015
When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal
H Kwak, M Puzakova, JF Rocereto
International Journal of Research in Marketing 34 (4), 851-871, 2017
432017
Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: A study from Russia
M Puzakova, H Kwak, TL Andras
International Journal of Advertising 29 (5), 727-764, 2010
382010
The role of geography of self in “filling in” brand personality traits: Consumer inference of unobservable attributes
M Puzakova, H Kwak, CR Taylor
Journal of advertising 42 (1), 16-29, 2013
372013
Painting your point: The role of color in firms' strategic responses to product failures via advertising and marketing communications
M Puzakova, H Kwak, S Ramanathan, JF Rocereto
Journal of Advertising 45 (4), 365-376, 2016
342016
The role of response formats on extreme response style: A case of Likert-type vs. semantic differential scales
JF Rocereto, M Puzakova, RE Anderson, H Kwak
Measurement and research methods in international marketing, 53-71, 2011
322011
Facing the “right” side? The effect of product facing direction
Y Zhang, H Kwak, H Jeong, M Puzakova
Journal of Advertising 48 (2), 153-166, 2019
212019
¿ Y Usted? Social influence effects on consumers' service language preferences
ML Bell, M Puzakova
Journal of Business Research 72, 168-177, 2017
202017
When the unknown destination comes alive: The detrimental effects of destination anthropomorphism in tourism
H Kwak, M Puzakova, JF Rocereto, T Moriguchi
Journal of Advertising 49 (5), 508-524, 2020
182020
To wink or not to wink? The role of anthropomorphism, power, and gender stereotypes in luxury branding
M Puzakova, P Aggarwal
ACR North American Advances, 2015
102015
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