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

Volume: 120, Pages: 1 - 15
Published: Nov 1, 2020
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)...
Paper Details
Title
How personalized advertising affects equity of brands advertised on Facebook? A mediation mechanism
Published Date
Nov 1, 2020
Volume
120
Pages
1 - 15
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