Hyokjin Kwak

2.1k total citations
42 papers, 1.5k citations indexed

About

Hyokjin Kwak is a scholar working on Marketing, Sociology and Political Science and Social Psychology. According to data from OpenAlex, Hyokjin Kwak has authored 42 papers receiving a total of 1.5k indexed citations (citations by other indexed papers that have themselves been cited), including 33 papers in Marketing, 25 papers in Sociology and Political Science and 8 papers in Social Psychology. Recurrent topics in Hyokjin Kwak's work include Consumer Behavior in Brand Consumption and Identification (32 papers), Digital Marketing and Social Media (20 papers) and Consumer Retail Behavior Studies (8 papers). Hyokjin Kwak is often cited by papers focused on Consumer Behavior in Brand Consumption and Identification (32 papers), Digital Marketing and Social Media (20 papers) and Consumer Retail Behavior Studies (8 papers). Hyokjin Kwak collaborates with scholars based in United States, India and South Korea. Hyokjin Kwak's co-authors include Marina Puzakova, Joseph F. Rocereto, George M. Zinkhan, Richard J. Fox, Anupam Jaju, Denise E. DeLorme, Joseph R. Dominick, Thomas W. Leigh, Ronald C. Anderson and Yuli Zhang and has published in prestigious journals such as Journal of Marketing, Journal of Business Research and Journal of the Academy of Marketing Science.

In The Last Decade

Hyokjin Kwak

39 papers receiving 1.4k citations

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name h Career Trend Papers Cites
Hyokjin Kwak United States 22 1.0k 740 294 254 191 42 1.5k
Rajesh V. Manchanda Canada 16 999 1.0× 760 1.0× 373 1.3× 397 1.6× 177 0.9× 34 1.7k
Sara Rosengren Sweden 25 1.4k 1.4× 1.0k 1.4× 427 1.5× 140 0.6× 214 1.1× 51 2.0k
David Luna United States 21 786 0.8× 684 0.9× 224 0.8× 301 1.2× 171 0.9× 48 1.7k
Marina Puzakova United States 16 740 0.7× 564 0.8× 152 0.5× 223 0.9× 84 0.4× 26 1.1k
Sanjay Putrevu United States 23 1.6k 1.6× 974 1.3× 345 1.2× 202 0.8× 251 1.3× 41 2.1k
Rajat Roy Australia 19 851 0.8× 734 1.0× 337 1.1× 198 0.8× 239 1.3× 46 1.4k
Elison Ai Ching Lim Singapore 13 813 0.8× 447 0.6× 204 0.7× 164 0.6× 142 0.7× 15 1.2k
Tom Meyvis United States 16 788 0.8× 571 0.8× 176 0.6× 364 1.4× 106 0.6× 45 1.6k
David M. Boush United States 15 1.7k 1.7× 1.1k 1.5× 476 1.6× 238 0.9× 188 1.0× 21 2.2k
Jeremy J. Sierra United States 22 871 0.9× 757 1.0× 402 1.4× 260 1.0× 187 1.0× 50 1.5k

Countries citing papers authored by Hyokjin Kwak

Since Specialization
Citations

This map shows the geographic impact of Hyokjin Kwak's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by Hyokjin Kwak with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites Hyokjin Kwak more than expected).

Fields of papers citing papers by Hyokjin Kwak

Since Specialization
Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by Hyokjin Kwak. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by Hyokjin Kwak. The network helps show where Hyokjin Kwak may publish in the future.

Co-authorship network of co-authors of Hyokjin Kwak

This figure shows the co-authorship network connecting the top 25 collaborators of Hyokjin Kwak. A scholar is included among the top collaborators of Hyokjin Kwak based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with Hyokjin Kwak. Hyokjin Kwak is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

20 of 20 papers shown
1.
Kwak, Hyokjin, Marina Puzakova, Ann L. McGill, & Junhee Kim. (2025). When previous relationships limit the new: The interplay between product anthropomorphism and used products. Journal of the Academy of Marketing Science. 53(5). 1335–1355.
2.
Zhang, Yuli, Hyokjin Kwak, Marina Puzakova, & Charles R. Taylor. (2025). Turning Right: The Impact of Text Rotation (Left vs. Right) on Consumer Product Preferences. Journal of Advertising. 54(4). 487–505.
3.
Rocereto, Joseph F., et al.. (2023). Debunking fake ad claims: the moderating role of gender. International Journal of Advertising. 42(8). 1352–1376. 2 indexed citations
4.
Dutta, Sujay, et al.. (2023). The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice. International Journal of Advertising. 43(2). 254–285. 3 indexed citations
5.
Kwak, Hyokjin, et al.. (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. 7 indexed citations
6.
Puzakova, Marina & Hyokjin Kwak. (2017). Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences. Journal of Marketing. 81(6). 99–115. 101 indexed citations
7.
Kwak, Hyokjin, Marina Puzakova, & 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. 39 indexed citations
8.
Puzakova, Marina, et al.. (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. 24 indexed citations
9.
Chang, Hua, Hyokjin Kwak, Marina Puzakova, Jisoo Park, & Edith G. Smit. (2015). It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions. International Journal of Advertising. 34(4). 593–620. 32 indexed citations
10.
Kwak, Hyokjin, Marina Puzakova, & Joseph F. Rocereto. (2015). Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness. Journal of Marketing. 79(4). 56–76. 95 indexed citations
11.
Puzakova, Marina, Hyokjin Kwak, & Charles R. Taylor. (2013). The Role of Geography of Self in “Filling In” Brand Personality Traits: Consumer Inference of Unobservable Attributes. Journal of Advertising. 42(1). 16–29. 15 indexed citations
12.
Puzakova, Marina, Hyokjin Kwak, & Joseph F. Rocereto. (2009). Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands. ACR North American Advances. 78 indexed citations
13.
Kwak, Hyokjin, et al.. (2009). Advertising to ‘active’ viewers. International Journal of Advertising. 28(1). 49–75. 14 indexed citations
14.
Kwak, Hyokjin, George M. Zinkhan, Denise E. DeLorme, & Trina Larsen. (2006). Revisiting Normative Influences on Impulsive Buying Behavior and an Extension to Compulsive Buying Behavior. Journal of International Consumer Marketing. 18(3). 57–80. 28 indexed citations
15.
Zinkhan, George M., et al.. (2003). Web-Based Chatting: Consumer Communication in Cyberspace. Journal of Consumer Psychology. 13(1). 17–27. 38 indexed citations
16.
Kwak, Hyokjin, George M. Zinkhan, & Melvin R. Crask. (2003). Diagnostic Screener for Compulsive Buying: Applications to the USA and South Korea. Journal of Consumer Affairs. 37(1). 161–169. 28 indexed citations
17.
Jaju, Anupam, Hyokjin Kwak, & George M. Zinkhan. (2002). Learning Styles of Undergraduate Business Students: A Cross-Cultural Comparison between the US, India, and Korea. Marketing Education Review. 12(2). 49–60. 45 indexed citations
18.
Kwak, Hyokjin, George M. Zinkhan, & Leyland Pitt. (2001). Global and Cultural Perspectives on Web-Based Chatting: an Exploratory Study. ACR Asia-Pacific Advances. 5 indexed citations
19.
Kwak, Hyokjin, George M. Zinkhan, & Warren A. French. (2001). Moral Orientation: Its Relation to Product Involvement and Consumption. ACR North American Advances. 8 indexed citations
20.
Kwak, Hyokjin & George M. Zinkhan. (2001). Web-based chatting: consumer communications and commercial communications. 262–262. 1 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

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