Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets

Abstract

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.