RT Journal Article SR Electronic T1 Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets JF Journal of Advertising Research JO J Advert Res FD WARC SP 2022-022 DO 10.2501/JAR-2022-022 A1 Lefa Teng A1 Mengmeng Zhang A1 Lianne Foti A1 Xinran Wang A1 Xinyan Yang YR 2022 UL http://www.journalofadvertisingresearch.com/content/early/2022/10/04/JAR-2022-022.abstract 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.