12 Result(s)
within
Hyok** Kwak
English
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Article
Space between products on display: the impact of interspace on consumer estimation of product size
This research examines the effect that leaving space between products has on consumers’ estimation of product size. We theorize and empirically confirm that when space is left between products (i.e., the displ...
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Chapter and Conference Paper
The Role of Distraction Effects on Weak-Tie Brand Extensions
Distraction occurs quite often when consumers do not engage in an effortful justification of a marketing message (e.g., product descriptions). It has been known that distraction affects negatively an individua...
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Chapter and Conference Paper
Interactivity Quality and Consumer-Brand Relationship in Vitural Brand Communities
As social networking media continue to grow in popularity, the firm-centric CRM is confronting with new challenges created by the pervasive consumer networking on social media. In essence, the performance of C...
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Chapter and Conference Paper
The Effects of Spokesperson Accent on Attitude Toward Advertising and Brand: A Hedonic Versus Utilitarian Perspective
Although spokesperson accent is one important communication component in changing consumers' attitude toward advertising and brand, academic research in the marketing literature has not yet put much importance...
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Chapter and Conference Paper
The Role of Eservice Quality: A Web2Store Shop** Perspective
Advances in technology have changed the services offered by retailers, as well as consumers' shop** behavior in today's multi-channel settings. Consumers' use of e-services by brick-and-mortar stores is conc...
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Chapter and Conference Paper
The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market
Consumer ethnocentrism is a potential barrier to international trade. Although this concept has been investigated over many decades in the U.S. market, there is a scarce research addressing ethnocentrism in tr...
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Chapter and Conference Paper
Buyer Organization Map**: New CRM Tool for Salespeople
Traditionally, salespeople have been called the "eyes and ears" of a company in the marketplace. But, in the era of customer relationship management, they have been largely underutilized even though scholars c...
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Chapter and Conference Paper
The Role of Self-Concept Brand Image Congruity in Consumers’ Attitudinal Formation and Attitudinal Brand Loyalty: A View From Utilitarian and Hedonic Product Brands
There has been great interest in the marketing literature regarding the effects of consumer self-concept brand image congruity. While previous studies have investigated various marketing-related consequences o...
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Chapter and Conference Paper
Brand Interdependency Versus Brand Dependency: A Maslow’s Self-Actualization Perspective
This paper conceptualizes Maslow's traditional needs framework to explain the impact of various levels of needs on the formation of distinct self-concept brand image congruity constructs and resulting temporal...
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Chapter and Conference Paper
Cultural Diffrences in Web-based Chatting: an Exploratory Study
The Internet is a medium that allows people in many different countries to communicate with one another. Few researchers have examined the impact of chatting online; we employ Hofstede’s theory of cultural val...
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Chapter and Conference Paper
Astrology: Its Influence on Consumers’ Buying Patterns and Consumers’ Evaluations of Products and Services
The impact of astrological signs on personality traits has often been investigated in the area of psychology. Every person is born into a specific astrological sign (e.g., Aquarius, Taurus). However, the effec...
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Article
Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India
Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United Stat...
