00639nas a2200181   4500008004100000245009000041210006900131260000900200300001200209490000700221653001400228653000800242100001800250700001700268700002100285700002500306856012600331       2013                        eng d00aThe Connubial Relationship between Market Orientation and Entrepreneurial Orientation0 aConnubial Relationship between Market Orientation and Entreprene  c2013  a141-1610 v2110aMarketing10aMBA1 aKwak, Hyokjin1 aJaju, Anupam1 aPuzakova, Marina1 aRocereto, Joseph, F.  u/biblio/connubial-relationship-between-market-orientation-and-entrepreneurial-orientation00656nas a2200169   4500008004100000245013500041210006900176260000900245300001000254490000700264653001400271653000800285100002100293700001800314700002300332856013100355       2013                        eng d00aThe Role of Geography of Self in "Filling In" Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes0 aRole of Geography of Self in Filling In Brand Personality Charac  c2013  a16-290 v4210aMarketing10aMBA1 aPuzakova, Marina1 aKwak, Hyokjin1 aTaylor, Charles, R  u/biblio/role-geography-self-filling-brand-personality-characteristics-consumer-inference-claim01964nas a2200181   4500008004100000245011700041210006900158260000900227300001100236490000700247520130900254653001401563653000801577100002101585700001801606700002101624856013701645       2013                        eng d00aWhen Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings0 aWhen Humanizing Brands Goes Wrong The Detrimental Role of Brand   c2013  a81-1000 v773 aThe brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. However, the authors propose negative downstream consequences of brand humanization—that is, the anthropomorphization of a brand can negatively affect consumers’ brand evaluations when the brand faces negative publicity caused by product wrongdoings. They find that consumers who believe in personality stability (i.e., entity theorists) view anthropomorphized brands that undergo negative publicity less favorably than non-anthropomorphized brands. In contrast, consumers who advocate personality malleability (i.e., incremental theorists) are less likely to devalue an anthropomorphized brand from a single instance of negative publicity. Finally, the authors explore three firm response strategies (i.e., denial, apology, and compensation) that can affect the evaluations of anthropomorphized brands between consumers with different implicit theory perspectives. They find that entity theorists have more difficulty in combating the adverse effects of brand anthropomorphization than incremental theorists. Furthermore, they demonstrate that compensation (vs. denial or apology) is the only effective response among entity theorists.10aMarketing10aMBA1 aPuzakova, Marina1 aKwak, Hyokjin1 aRocereto, Joseph  u/biblio/when-humanizing-brands-goes-wrong-detrimental-role-brand-anthropomorphization-amidst-product00679nas a2200181   4500008004100000245011500041210006900156260000900225300001000234490000700244653001400251653000800265100002400273700002100297700002300318700001800341856013800359       2011                        eng d00aThe Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales0 aRole of Response Formats on Extreme Response Style A Case of Lik  c2011  a53-710 v2210aMarketing10aMBA1 aRocereto, Joseph, F1 aPuzakova, Marina1 aAnderson, Rolph, E1 aKwak, Hyokjin  u/biblio/role-response-formats-extreme-response-style-case-likert-type-vs-semantic-differential-scales00655nas a2200169   4500008004100000245012200041210006900163260000900232300001200241490000700253653001400260653000800274100002100282700001800303700002600321856013800347       2010                        eng d00aMitigating Consumer Ethnocentrism via Advertising and Media Consumption in a Transitional Market: A Study from Russia0 aMitigating Consumer Ethnocentrism via Advertising and Media Cons  c2010  a727-7640 v2910aMarketing10aMBA1 aPuzakova, Marina1 aKwak, Hyokjin1 aAndras, Trina, Larsen  u/biblio/mitigating-consumer-ethnocentrism-advertising-and-media-consumption-transitional-market-study00649nas a2200157   4500008004100000245011400041210006900155260002400224653001400248653000800262100002100270700001800291700002600309700002400335856013200359       2009                        eng d00aThe Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market0 aRole of Mass Media and Marketing Communication in Consumer Ethno  aBaltimore, MDc200910aMarketing10aMBA1 aPuzakova, Marina1 aKwak, Hyokjin1 aAndras, Trina, Larsen1 aZinkhan, George, M.  u/biblio/role-mass-media-and-marketing-communication-consumer-ethnocentrism-study-russian-market