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 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.

Education

• 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

• Puzakova, Marina and Hyokjin Kwak (2022), “Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender,” Journal of Advertising, forthcoming.
• 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.
• 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.