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Our Brand or Their Brand? Consumers’ Responses to Negative Online Product Reviews Regarding Domestic versus Foreign Brands

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Abstract:

This study examines how different cues influence consumers’ responses to negative online reviews. The results demonstrated that under high consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate compared to a negative review of the domestic brand. Contrarily, no such difference emerged for less ethnocentric consumers. Under low consensus condition, both highly and less ethnocentric consumers did not show different patterns of attitude change.

Most Common Document Word Stems:

review (204), consum (185), brand (176), negat (166), ethnocentr (106), attitud (99), consensus (71), high (66), product (66), foreign (60), onlin (57), inform (56), domest (55), origin (47), studi (42), chang (42), toward (42), low (40), effect (36), level (34), particip (32),
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Name: Association for Education in Journalism and Mass Communication
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http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p376063_index.html
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MLA Citation:

Kim, Mikyoung. "Our Brand or Their Brand? Consumers’ Responses to Negative Online Product Reviews Regarding Domestic versus Foreign Brands" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Sheraton Boston, Boston, MA, Aug 05, 2009 <Not Available>. 2014-11-29 <http://citation.allacademic.com/meta/p376063_index.html>

APA Citation:

Kim, M. , 2009-08-05 "Our Brand or Their Brand? Consumers’ Responses to Negative Online Product Reviews Regarding Domestic versus Foreign Brands" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Sheraton Boston, Boston, MA Online <PDF>. 2014-11-29 from http://citation.allacademic.com/meta/p376063_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examines how different cues influence consumers’ responses to negative online reviews. The results demonstrated that under high consensus condition, a negative review of the foreign brand led highly ethnocentric consumers’ brand attitudes to deteriorate compared to a negative review of the domestic brand. Contrarily, no such difference emerged for less ethnocentric consumers. Under low consensus condition, both highly and less ethnocentric consumers did not show different patterns of attitude change.


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