PT  - JOURNAL ARTICLE
AU  - Lefa Teng
AU  - Mengmeng Zhang
AU  - Lianne Foti
AU  - Xinran Wang
AU  - Xinyan Yang
TI  - Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets
AID  - 10.2501/JAR-2022-022
DP  - 2022 Oct 03
TA  - Journal of Advertising Research
PG  - 2022-022
4099  - http://www.journalofadvertisingresearch.com/content/early/2022/10/04/JAR-2022-022.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2022/10/04/JAR-2022-022.full
AB  - Using consumer culture positioning strategies, this study examines how advertisement style (anthropomorphism or nonanthropomorphism) affects a target market’s brand evaluation with a high (versus low) level of consumer ethnocentrism. Studies 1 and 2 examine how advertisement style and consumer ethnocentrism affect brand evaluation in different consumer culture positioning strategies. Study 3 examines the underlying mechanism of social affiliation and the interaction effect between consumer ethnocentrism and anthropomorphism on brand evaluation. The results provide insights into how marketers use anthropomorphized advertisement and consumer culture positioning strategies when entering new foreign markets.