How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism

Trang P. Tran, Chien-Wei Lin, Sally Baalbaki and Francisco Guzmán

Journal of Business Research, 2020, vol. 120, issue C, 1-15

Abstract: This research proposes and tests a conceptual model to address how perceived personalization of a brand’s ad seen on Facebook enhances consumer perception about the brand and subsequent favorable behaviors. Results from two studies indicate that perceived personalization is an antecedent factor of stronger brand equity. Specifically, this research reveals that perceived personalization positively influences consumer brand identification (CBI) and self–brand connection, which in turn enhances brand equity and brand usage intention (BUI). Furthermore, it demonstrates the effect of perceived personalization by both measuring and manipulating this construct.

Keywords: Personalized advertising; Perceived personalization; Facebook; Brand equity; PLS-SEM regression (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:1-15

DOI: 10.1016/j.jbusres.2020.06.027

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