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2009 - Association for Education in Journalism and Mass Communication Pages: 27 pages || Words: 6639 words || 
Info
1. 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 Online <PDF>. 2019-06-25 <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Publication Type: Conference Paper/Unpublished Manuscript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.

2011 - American Sociological Association Annual Meeting Pages: unavailable || Words: 7453 words || 
Info
2. Lane, Jeffrey. "Brands in Action: Brand Consumption and Branding Amongst Teenagers in Harlem Street Teams" Paper presented at the annual meeting of the American Sociological Association Annual Meeting, Caesar's Palace, Las Vegas, NV, Aug 20, 2011 Online <APPLICATION/PDF>. 2019-06-25 <http://citation.allacademic.com/meta/p505800_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Scholars from Veblen (1899) on have established that consumption is an expressive rather than purely utilitarian practice but there is scarce sociological literature on the social uses of consumer brands. By exploring how teenagers in Harlem street teams engage brands, this paper moves scholars towards a theory of brands in action. The paper makes two chief claims. One, brands are social affordances reworked with new meanings implanted at the local level by face-to-face groups. Two, individuals use branded products as inputs into themselves as personal brands. In the social scene of Harlem street teams young people use brands to perform relationship work; reinforce competition; and promote themselves and their group. Branding is not something simply done to youth (Klein 2000) but a practice young persons living active digital lives do to and for themselves.

2016 - ICA's 66th Annual Conference Pages: unavailable || Words: unavailable || 
Info
3. Park, Jae Hee. and McMillan, Sally. "Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)" Paper presented at the annual meeting of the ICA's 66th Annual Conference, Hilton Fukuoka Sea Hawk, Fukuoka, Japan, Jun 09, 2016 Online <APPLICATION/PDF>. 2019-06-25 <http://citation.allacademic.com/meta/p1107977_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: To gain a better understanding of online brand communities, this study has examined why people joined in online brand communities and whether there were some differences in the motivations of Internet users based on different cultures. Open-ended questions were asked to the community members from both South Korean Automobile Online Brand Communities (KAOBC) and American Automobile Online Brand Communities (AAOBC) in the first stage and then generated and utilized an online survey for the study. The study found that KAOBC members tended to have a stronger social network, business, and communication motivations than AAOBC members. As a primary motivation, information seeking is the strongest motivation for members of both KAOBC and AAOBC. They had a similar level of information motivation.

2017 - AEJMC Pages: unavailable || Words: 6932 words || 
Info
4. Kim, Jihoon (Jay). and Kim, Jooyoung. "Brand Sponsorship of Sport Officiating Technology: Effects of Social Identity and Schadenfreude on Attitude toward Sponsoring Brand" Paper presented at the annual meeting of the AEJMC, Chicago Marriott Downtown Magnificent Mile, Chicago, IL, Aug 09, 2017 Online <APPLICATION/PDF>. 2019-06-25 <http://citation.allacademic.com/meta/p1282741_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined fan perceptions of an ad embedded in an instant replay video (IRV) and its sponsoring brand, using Social Identity Theory and the concept of schadenfreude. Results revealed that the positive emotion induced by a negative outcome supported by IRV for the opposing team (i.e., schadenfreude) led to a positive attitude toward the advertisement (Aad-IRV) and the sponsoring brand (Ab-IRV). The results also showed the suspense level moderated the schadenfreude’s effects on Aad-IRV.

2010 - International Communication Association Pages: unavailable || Words: 6376 words || 
Info
5. Lee, Doohwang., Kim, Hyuk Soo. and Kim, Jung. "The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 Online <APPLICATION/PDF>. 2019-06-25 <http://citation.allacademic.com/meta/p403892_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The current study tested a theoretical model of consumers’ online brand community engagement behaviors with a particular attention on online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigates the causal linkage among intrinsic motives of altruism, social identification motivations and online brand community engagement behaviors. The results show that consumers’ online brand community engagement behavioral intentions are indirectly influenced by the community type through different levels of attributions to intrinsic motives of altruism that the community type generates and social identification motivations that consumers formulate.

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