Browsing Journal Articles by Author "Moriguchi, Takeshi"
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Going it alone or together: the role of space between products on consumer perceptions of price promotions
Kwak, Hyokjin; Zhang, Yuli; Puzakova, Marina; Moriguchi, Takeshi (International Journal of Advertising, 2020-04-20)This research demonstrates that the existence (vs. nonexistence) of space between products on a retail shelf has a significant impact on the effectiveness of multiple vs. single unit price promotions. In particular, we ... -
When the unknown destination comes alive: the detrimental effects of destination anthropomorphism in tourism
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F.; Moriguchi, Takeshi (Journal of Advertising, 2020-10-02)This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a ...