Hyokjin Kwak

Candid photo of Hyokjin Kwak

Hyokjin Kwak’s work on advertising effects and strategic branding has appeared in major scholarly journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Advertising, Journal of Advertising Research, and Media Psychology, among others. He currently serves as an Associate Editor of the International Journal of Advertising and is on the Editorial Review Board of the International Journal of Research in Marketing, Journal of Advertising and Journal of Global Academy of Marketing Science, and served as an Editorial Review Board member on the Journal of the Academy of Marketing Science. He has also served as a guest editor for a special issue of International Journal of Advertising on “Customized Communication: Issues of Relevance and Privacy.” He is Dean’s Research Fellow at the LeBow College of Business, and also International Research Fellow of Waseda University’s Research Center of Consumer Behavior at the Faculty of Commerce in Japan. He served eleven years as LeBow’s Marketing PhD coordinator.

Dr. Kwak has received LeBow’s Excellence in Teaching award as well as a university-wide teaching award at the University of Georgia. Also, he served as an invited professor of marketing to provide a Marketing PhD seminar and an MBA course at business schools in South Korea, including the Korea Advanced Institute of Science and Technology (KAIST) Business School and Hankuk University of Foreign Studies. He was a visiting faculty at the Amsterdam School of Communication Research (ASCoR), Faculty of Social and Behavioural Sciences, University of Amsterdam in the Netherlands. He is Distinguished Teaching Fellow at the LeBow College of Business.

Areas of Expertise

  • Advertising Effects
  • Strategic Branding

Selected Works


Zhang, Yuli, Kwak, Hyokjin, Jeong, Haeyoung, and Puzakova, Marina, Facing the Right Side? The Effect of Product Facing Direction. Journal of Advertising (Forthcoming)

Kwak, Hyokjin, Anderson, Rolph E., Leigh, Thomas W., and Bonifield, Scott D., Impact of Salesperson Macro-Adaptive Selling Strategy on Job Performance and Satisfaction. Journal of Business Research 94 (Jan 2019): 42-55.

Reavey, Brooke, Puzakova, Marina, Andras, Trina Larsen, and Kwak, Hyokjin, The Multidimensionality of Anthropomorphism in Advertising: The Moderating Roles of Cognitive Busyness and Assertive Language. International Journal of Advertising 37 (May 2018): 440-462.

Kwak, Hyokjin, Puzakova, Marina, and Rocereto, Joseph F., When Brand Anthropomorphism Alters Perceptions of Justice: The Moderating Role of Self-Construal. International Journal of Research in Marketing 34 (Dec 2017): 851-871.

Puzakova, Marina, and Kwak, Hyokjin, Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences. Journal of Marketing 81 (Nov 2017): 99-115.

Puzakova, Marina, Kwak, Hyokjin, Ramanathan, Suresh, and Rocereto, Joseph F, Painting Your Point: The Role of Color in Firms’ Strategic Responses to Product Failures via Advertising and Marketing Communications. Journal of Advertising 45 (Winter 2016): 365-376.

Kwak, Hyokjin, Puzakova, Marina, and Rocereto, Joseph F., Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Price Fairness. Journal of Marketing 79 (Jul 2015): 56-76.

Puzakova, Marina, Kwak, Hyokjin, and Bell, Monique, Beyond Seeing McDonald’s Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands. Journal of Advertising 44 (Summer 2015): 219-231.

Chang, Hua, Kwak, Hyokjin, Puzakova, Marina, Jisoo, Park, and Smit, Edith G., It’s No Longer Mine: The Role of Brand Ownership and Advertising in Cross-Border Brand Acquisitions. International Journal of Advertising 34 (Aug 2015): 593-620.

Puzakova, Marina, Rocereto, Joseph F., and Kwak, Hyokjin, Ads Are Watching Me: A View from the Interplay between Anthropomorphism and Customization. International Journal of Advertising 32 (Oct 2013): 513-538.

Puzakova, Marina, Kwak, Hyokjin, and Rocereto, Joseph F., When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization Amidst Product Wrongdoings. Journal of Marketing 77 (May 2013): 81-100.

Kwak, Hyokjin, Jaju, Anupam, Puzakova, Marina, and Rocereto, Joseph F., The Connubial Relationship between Market Orientation and Entrepreneurial Orientation. Journal of Marketing Theory & Practice 21 (Apr 2013): 145-166.

Puzakova, Marina, Kwak, Hyokjin, and Taylor, Charles R., The Role of Geography of Self in “Filling In” Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes. Journal of Advertising 42 (Mar 2013): 16-29.

Yim, Frederick Hong-kit, Forman, Howard, and Kwak, Hyokjin, Factors Affecting New Product Post-Adoption Behavior in a Major U.S. Automotive Supply Chain: An Examination of Antecedents to Technology Internalization. Journal of Business and Industrial Marketing 28 (Feb 2013): 147-159.

Kwak, Hyokjin, Self Disclosure in Online Media: An Active Audience Perspective. International Journal of Advertising 31 (Sep 2012): 485-510.


MA Advertising - Grady College, the University of Georgia 1999
PhD Marketing - Terry College, the University of Georgia 2001

College News

Research by marketing professor Hyokjin Kwak finds that consumers have an odd reaction to anthropomorphic company mascots.

Two Ph.D. students have recently been honored for their exceptional work at Drexel LeBow. Fifth-year Ph.D. candidate, Monique Bell, has won Drexel University’s 2013 Outstanding Doctoral Dissertation award, and Thomas Zylkin, an Economics Ph.D. student, has been recognized with Drexel’s 2013 Graduate Teaching Excellence Award.

Christopher Montepara, a business administration student concentrating in marketing and entrepreneurship, has been awarded a $5,000 scholarship from the Philly Ad Club.