Faculty & Research

Hyokjin Kwak


Hyokjin Kwak is the IIMA Chair Professor and Professor of Marketing at Indian Institute of Management Ahmedabad (IIMA). Prior to his service at IIMA, he was Professor of Marketing (tenured) at the LeBow College of Business, Drexel University for twenty years, holding Dean's Research Fellow, Distinguished Teaching Fellow, and served eleven years as the Marketing Ph.D. Coordinator. His Ph.D. in Marketing (Terry College) and M.A. in Advertising (Grady College) were both earned at The University of Georgia. He is an International Research Fellow at Waseda University in Tokyo, Japan. He has served as a Visiting Faculty at several institutions, including the University of Amsterdam, the Korea Advanced Institute of Science and Technology (KAIST) Business School, the University of East Anglia, and Hankuk University of Foreign Studies (Seoul campus) in South Korea, among others.

Dr. Kwak’s primary research interests include AI (machine/deep learning, NLP), strategic branding, and advertising effects which have been appeared in major marketing journals including the Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Consumer Psychology, Media Psychology, Journal of Advertising, International Journal of Advertising, and Journal of Advertising Research among others. He currently serves as Senior Associate Editor at the International Journal of Advertising. He has also served as Co-Editor-in-Chief of the Journal of Global Scholars of Marketing Science and an editorial review board (ERB) member for major marketing journals (e.g., the International Journal of Research in Marketing, Journal of Advertising, Journal of the Academy of Marketing Science). His Ph.D. students have won nation-wide research awards for their dissertations (e.g., Mary Kay Dissertation Competition by Academy of Marketing Science) in the US.


Primary Area : Marketing


Email : hkwak@iima.ac.in

Phone : +91-79-7152 4944

Office : B-14, New Faculty Block, Main Campus

Secretary : Shoebmohemed Chobdar

Phone : +91-79-7152 7925


Ph.D. Marketing, Terry College, The University of Georgia, 2001

M.A. Advertising, Grady College, The University of Georgia, 1999

Research Area

Artificial Intelligence

Advertising Effects

Strategic Branding

Select Journal Publications

Banerjee, Somak, Sujay Dutta, Abhijit Biswas, and Hyokjin Kwak (2024), “The Impact of Consumer Expectations and Familiarity on Deceptive Pricing in Advertising: A View from Drip Pricing Practice,” International Journal of Advertising, forthcoming.

Banerjee, Somak, Joseph Rocereto, Hyokjin Kwak, and Arpita Pandey (2023), “Debunking Fake Ad Claims: The Moderating Role of Gender,” International Journal of Advertising, forthcoming.

Puzakova, Marina and Hyokjin Kwak (2023), “Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender,” Journal of Advertising, 52 (1), 94-114.

Zhang, Yuli, Hyokjin Kwak, Marina Puzakova, and Charles R. Taylor (2021), “Space between Products on Display: The Impact of Interspace on Consumer Estimation of Product Size,” Journal of the Academy of Marketing Science, 49(6), 1109-1131.

Zhang, Yuli, Hyokjin Kwak, Puzakova Marina, and Charles R. Taylor (2020), “When Distraction May Be a Good Thing: The Role of Distraction in Low-Fit Brand Extension Evaluations,” Psychology & Marketing, 37 (4), 604-621.

Kwak, Hyokjin, Yuli Zhang, Puzakova Marina, and Takeshi Moriguchi (2020), “Going It Alone or Together: The Role of Space between Products on Consumer Perceptions of Price Promotions,” International Journal of Advertising, 39 (7), 1086-1114.

Kwak, Hyokjin, Marina Puzakova, Joseph F. Rocereto, and Takeshi Moriguchi (2020), “When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism,” Journal of Advertising, 49 (5), 508-524

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

Zhang, Yuli, Hyokjin Kwak, Haeyoung Jeong, and Marina Puzakova (2019), “Facing the “Right” Side? The Effect of Product Facing Direction,” Journal of Advertising, 48 (2), 153-166.

Reavey, Brooke, Marina Puzakova, Trina Larsen Andras, and Hyokjin Kwak (2018), “The Multidimensionality of Anthropomorphism in Advertising: The Moderating Roles of Cognitive Busyness and Assertive Language,” International Journal of Advertising, 37 (3), 440-462.

Kwak, Hyokjin, Marina Puzakova, and Joseph F. Rocereto (2017), “When Brand Anthropomorphism Alters Perceptions of Justice: The Moderating Role of Self-Construal,” International Journal of Research in Marketing, 34 (4), 851-871.

Puzakova, Marina and Hyokjin Kwak (2017), “Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences,” Journal of Marketing, 81 (6), 99-115.

Puzakova, Marina, Hyokjin Kwak, Suresh Ramanathan, and Joseph F. Rocereto (2016), “Painting Your Point: The Role of Color in Firms’ Strategic Responses to Product Failures via Advertising and Marketing Communications,” Journal of Advertising, 45 (4), 365-376. - Lead Article

Chang, Hua, Hyokjin Kwak, Marina Puzakova, Jisoo Park, and Edith G. Smit (2015), “It’s No Longer Mine: The Role of Brand Ownership and Consumer-Country Disidentification after Brand Acquisition,” International Journal of Advertising, 34 (4), 593-620.

Puzakova, Marina, Hyokjin Kwak, and Monique Bell (2015), “Beyond Seeing McDonald’s Fiesta Menu: The Role of Accent in Brand Sincerity of Ethnic Products and Brands,” Journal of Advertising, 44 (3), 219-231

Kwak, Hyokjin, Marina Puzakova, and Joseph F. Rocereto (2015), “Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Price Fairness,” Journal of Marketing, 79 (4), 56-76.

Yim, Frederick Hong-kit, Howard Forman, and Hyokjin Kwak (2013), “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 (2), 147-159.

Puzakova, Marina, Hyokjin Kwak, and Charles R. Taylor (2013), "The Role of Geography of Self in “Filling In” Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes," Journal of Advertising, 42 (1), 16-29

Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2013), “When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amidst Product Wrongdoings,” Journal of Marketing, 77 (3), 81-100

Kwak, Hyokjin, Anupam Jaju, Marina Puzakova, and Joseph F. Rocereto (2013), “The Connubial Relationship between Market Orientation and Entrepreneurial Orientation,” Journal of Marketing Theory and Practice, 21 (2), 145-166.

Puzakova, Marina, Joseph F. Rocereto, and Hyokjin Kwak (2013), “Ads Are Watching Me: A View from the Interplay between Anthropomorphism and Customization,” International Journal of Advertising, 32 (4), 513-538.

Kwak, Hyokjin (2012), “Self Disclosure in Online Media: An Active Audience Perspective,” International Journal of Advertising, 31 (3), 485-510.

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