+91-79-7152 4944




Prof. Hyokjin Kwak


Hyokjin Kwak serves as a 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 University of East Anglia, the Korea Advanced Institute of Science and Technology (KAIST) Business School, and Hankuk University of Foreign Studies (Seoul campus) in South Korea.


Hyokjin’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 Editor in Chief at the Journal of Global Scholars of Marketing Science and Associate Editor at the International Journal of Advertising. He has also served as an editorial review board (ERB) member for major marketing journals (i.e., 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.

Educational Qualifications

  • Ph.D., Marketing, Terry College, The University of Georgia, 2001
  • M.A. Advertising, Grady College, The University of Georgia, 1999

Research Interests

  • Strategic Branding
  • Advertising Effects
  • Artificial Intelligence

Academic Affiliation

Professional Affiliation




Area of Research

  • Strategic Branding
  • Advertising Effects
  • Artificial Intelligence

Current Research

Publications/ Articles/ Cases

Select Journal Publications


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, forthcoming.


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, 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.


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.


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.


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.


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.


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.


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, 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


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.


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.


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, 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, 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, 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.


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


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.


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






Awards & Honors

Year Awards & Honors




Staging Enabled