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H.  Kwak, Jaju, A., Puzakova, M., and Rocereto, J. F., ?The Connubial Relationship between Market Orientation and Entrepreneurial Orientation?, Journal of Marketing Theory and Practice, vol. 21, no. 2, pp. 141-161, 2013.\par \par M.  Puzakova, Kwak, H., and Taylor, C. R., ?The Role of Geography of Self in "Filling In" Brand Personality Characteristics: Consumer Inference of Claim-Irrelevant Attributes?, Journal of Advertising, vol. 42, no. 1, pp. 16-29, 2013.\par \par M.  Puzakova, Kwak, H., and Rocereto, J., ?When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization Amidst Product Wrongdoings?, Journal of Marketing, vol. 77, no. 3, pp. 81-100, 2013.\par \par J. F.  Rocereto, Puzakova, M., Anderson, R. E., and Kwak, H., ?The Role of Response Formats on Extreme Response Style: A Case of Likert-Type vs. Semantic Differential Scales?, Advances in International Marketing, vol. 22, pp. 53-71, 2011.\par \par M.  Puzakova, Kwak, H., and Andras, T. Larsen, ?Mitigating Consumer Ethnocentrism via Advertising and Media Consumption in a Transitional Market: A Study from Russia?, International Journal of Advertising, vol. 29, no. 5, pp. 727-764, 2010.\par \par M.  Puzakova, Kwak, H., Andras, T. Larsen, and Zinkhan, G. M., ?The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market?, Academy of Marketing Science Annual Conference. Baltimore, MD, 2009.\par \par }