进入国外市场时的国外与本土消费文化定位

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-10-03 DOI:10.2501/jar-2022-022

Lefa Teng, Mengmeng Zhang, Lianne Foti, X. Wang, Xinyan Yang

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引用次数: 0

摘要

利用消费者文化定位策略，本研究探讨了广告风格(拟人化或非拟人化)如何影响目标市场的品牌评价与高(与低)水平的消费者民族中心主义。研究1和研究2考察了在不同的消费文化定位策略下，广告风格和消费者民族中心主义对品牌评价的影响。研究三探讨社会隶属关系的内在机制，以及消费者民族中心主义与拟人化对品牌评价的交互作用。研究结果为营销人员在进入新的国外市场时如何使用拟人化广告和消费者文化定位策略提供了见解。

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Foreign versus Local Consumer Culture Positioning when Entering Foreign Markets

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.