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  1. No Access

    Article

    Possessive brand names in brand preferences and choice: the role of inferred control

    Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe s) versus non-possessive form in a brand nam...

    Mansur Khamitov, Marina Puzakova in Journal of the Academy of Marketing Science (2022)

  2. No Access

    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...

    Yuli Zhang, Hyok** Kwak, Marina Puzakova… in Journal of the Academy of Marketing Science (2021)

  3. No Access

    Chapter and Conference Paper

    Structured Abstract: Y Usted? The Effects of Social Influence on Consumers’ Service Language Preference

    Growth among multilingual consumers in the United States requires service marketers to consider service language use. While the limited research to date asserts that multilingual consumers prefer service in th...

    Monique Bell, Marina Puzakova in Creating Marketing Magic and Innovative Fu… (2017)

  4. 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...

    Monique Bell, Marina Puzakova, Hyok** Kwak in Proceedings of the 2009 Academy of Marketi… (2015)

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  5. 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...

    Marina Puzakova, Hyok** Kwak… in Proceedings of the 2009 Academy of Marketi… (2015)

    Download PDF (49 KB)

  6. No Access

    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...

    Joseph F. Rocereto, Marina Puzakova… in Proceedings of the 2009 Academy of Marketi… (2015)

  7. 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...

    Joseph F. Rocereto, Hyok** Kwak… in Proceedings of the 2009 Academy of Marketi… (2015)

    Download PDF (48 KB)