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