(since 2004)
1. Lee, Wei-Na, La Ferle, Carrie and Tharp, Marye (2005), "Ethnic Influences on Communication Patterns: Word-of-Mouth, Traditional and Non-traditional Media Usage," in Jerome D. Williams, Wei-Na Lee and Curt Haugtvedt (Eds.), Diversity in Advertising (pp. 177-200). Mahwah, New Jersey: Lawrence Erlbaum & Associates Publisher.
1. Lee, Jin Kyun and Wei-Na Lee (accepted), “Country-of-Origin Effects on
Consumer Product Evaluation and Purchase Intention: The Role of Objective
vs. Subjective Knowledge,” The Journal of International Consumer Marketing.
2. Sung, Yongjun and Heidi J.Hennink-Kaminski (accepted), “The Master Settlement Agreement and Visual Imagery of Cigarette Advertising in Two Popular Youth Magazines,” Journalism & Mass Communication Quarterly.
3. Sung, Yongjun and W. Keith Campbell (2008), “Brand Commitment in Consumer-Brand Relationships: An Investment Model Approach,” Journal of Brand Management (forthcoming).
4. Sung, Yongjun, Jongsuk Choi, and Federico de Gregorio (2008), “Brand Placements in Korean films, 1995-2003: A Content Analysis,” Journal of International Consumer Marketing (forthcoming).
5. Kim, Yeo Jung and Wei-Na Lee (accepted), "Overcoming Consumer Skepticism toward Cause-Related Marketing," Journal of Promotion Management.
6. de Gregorio, Federico, Yongjun Sung, and Jonghyuok Jung (accepted), "Non-Student
Consumer Attitudes towards Product Placement: Implications for Public Policy
and Advertisers," International Journal of Advertising.
7. Krugman, Dean M., Margaret Morrison, and Yongjun Sung (2006), "Cigarette Advertising in Popular Youth and Adult Magazines: A Ten-Year Perspective," Journal of Public Policy and Marketing, 25(2), 197-211.
8. La Ferle, Carrie, and Sejung Marina Choi (2005), "The Importance of Credibility over Celebrity in South Korean Advertising," Journal of Current Issues & Research in Advertising, 27 (2), 67-81.
9. Sung, Yongjung and Spencer Tinkham (2005), "Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors," Journal of Consumer Psychology, 15(4), 334-350.
10. La Ferle, Carrie and Lee, Wei-Na (2005), "Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions," Journal of Advertising Research, 45(1), 140-153.
11. Lee, Wei-Na and Choi, Sejung Marina (2005), "The Role of Horizontal and Vertical Individualism and Collectivism in Online Consumers' Response toward Persuasive Communication on the Web," Journal of Computer-Mediated Communication, 11(1), http://jcmc.indiana.edu/vol11/issue1/wnlee.html.
12. Phillips, Barbara and Lee, Wei-Na (2005), "Interactive Animation: Exploring Spokes-Characters on the Internet," Journal of Current Issues and Research in Advertising, 27(1), 1-17.
13. Krugman, Dean M., William Quinn, Yongjun Sung, and Margaret Morrison (2005), "Understanding the Role of Cigarette Promotion and Youth Smoking in a Changing Marketing Environment," Journal of Health Communications, 10 (3), 261-278.
14. Choi, Sejung Marina, Lee, Wei-Na and Kim, Heejun (2005), "Lessons from the Rich and Famous: A Cross-Cultural Comparison of Celebrity Endorsement in Advertising," Journal of Advertising, 34(2), 91-105. (Nominated for The University Cooperative Society's 2006 Research Excellence Award for Best Research Paper, University of Texas at Austin)
15. Choi, Sejung Marina, and Carrie La Ferle (2004), "Convergence across American and Korean Young Adults: Socialization Variables Indicate the Verdict is Still Out," International Journal of Advertising, 23 (4), 479-506.
16. Lee, Byung-Kwan and Lee, Wei-Na (2004), "The Effects of Information Overload on Consumer Choice Quality in an Online Environment," Psychology & Marketing (lead article), 21(3), 159-183.
17. Lee, Byung-Kwan, Hong, Ji-Young and Lee, Wei-Na (2004), "How Attitude toward the Website Impacts on Consumer Brand Choice and Confidence While Shopping Online," Journal of Computer Mediated Communication, 9(2), http://www.ascusc.org/jcmc/vol9/issue2.
1. Sung, Yongjun, Yoojung Kim, and Jang Ho Moon (2008), “Building Consumer-Brand Relationships: Consumer vs. Marketer Generated Brand Community in Online Social Networking,” Proceedings of the 2008 American Academy of Advertising Conference (in press).
2. Federico de Gregorio, Yongjun Sung, and Jong-Hyuok Jung (2008) Attitudes toward Product Placement: A Consumer Socialization Framework. American Academy of Advertising, San Mateo California, March 27-March 30, 2008.
3. Yoojung, Kim, Jong-Hyuok Jung, Weina Lee (2008) Smoke and Mirrors?: An Exploratory Content Analysis of Television Commercials for Online Gambling. American Academy of Advertising, San Mateo California, March 27-March 30, 2008.
4. Sung, Yongjun and Spencer F. Tinkham (2007), "The Role of Self Congruity in Persuasion: A Cross-Cultural Study of the Impact of Self-Concept and Brand Personalityon Brand Evaluations," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
5. Sung, Yongjun, Jooyoung Kim, and Jonghyuok Jung (2007), "Consequences of Brand Personality on Consumer Behavior: A Study of Korean Consumers,"in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
6. Lee, Wei-Na, Kim, Yeo Jung and Katz, Helen (2007), "Through the Looking Glass," in Ray Taylor (Ed.), Proceedings of the 2007 Asia-Pacific Conference of the American Academy of Advertising. American Academy of Advertising.
7. Sung, Yongjun and Spencer F. Tinkham (2007), "Self Congruity versus Situation Congruity: A Cross-Cultural Study of Self-Concept, Brand Personality, and Situational Cues in Persuasion," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
8. Sung, Yongjun and Jooyoung Kim (2007), "Consequences of Brand Personality: Associative Linkages of Brand Personality on Brand Trust, Affect, and Loyalty,"in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
9. Kim, Yeo Jung and Lee, Wei-Na (2007), "Ethnicity, Philanthropy and Communication Appeals: A Cross-Cultural Study Comparing Anglo and Asian Americans," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
10. Kim, Yeo Jung and Lee, Wei-Na (2007), "Consumer Responses to Cause-Related Marketing: The Effects of Donation Size Claim Objectivity and Corporate Social Responsibility," in Kim Sheehan (Ed.), Proceedings of the 2007 Conference of the American Academy of Advertising. American Academy of Advertising.
11. Lee, Wei-Na and Tseng, Eliana (2006), "Food Advertising to Children: A Content Analysis Study of Television Commercials in Top Rated Tweens' Programs," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (pp. 140-149). American Academy of Advertising.
12. Tsai, Wan-Hsiu and Lee, Wei-Na (2006), "Between and Within Culture Variations of Cultural Value Orientations Reflected in Television Commercials: An Exploratory Study of China and the United States," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (pp. 93-102). American Academy of Advertising.
13. Kim, Jooyoung, Jon D. Morris, and Yongjun Sung (2006), "Measuring and Mapping Four Dimensions of Purchase-Decision Involvement," in Jef Richards (Ed.), Proceedings of the 2006 Conference of the American Academy of Advertising (p. 232). American Academy of Advertising.
14. Lee, Wei-Na, La Ferle, Carrie and Edwards, Steve (2005), "To Standardize or to Localize? Media Use and Attitudes toward Advertising in China, Taiwan, and the United States," in Hong Cheng and Kara Chan (Eds.), Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising (p. 36) American Academy of Advertising.
15. Lee, Wei-Na and Tseng, Eliana (2005), "Betcha can't eat just one": An Analysis of the Nutritional Content of Primetime Television Food Commercials," in Carrie La Ferle (Ed.), Proceedings of the 2005 Conference of the American Academy of Advertising (pp. 189-198). American Academy of Advertising.
16. Tsai, Wan-Hsiu and Lee, Wei-Na (2004), "Gay Male Audiences' Responses to Gay Stereotypes in Advertising," in Pat Rose (Ed.), Proceedings of the 2004 Conference of the American Academy of Advertising (pp. 170-177). American Academy of Advertising.
17. Taylor, Elizabeth Gigi and Lee, Wei-Na (2004), "A Cross-Media Study of Audience Choice: The Influence of Media Attitudes on Individual Selection of Media Repertoires," in Pat Rose (Ed.), Proceedings of the 2004 Conference of the American Academy of Advertising (pp. 39-46). American Academy of Advertising.
