ABSTRACT
Personalized advertisements have been increasingly employed as a marketing strategy that enables a company to build strong relationship with customers. Results from two studies show that perceived personalization of personalized advertisements is an essential factor of stronger brand love. Specifically, this research reveals that perceived personalized Facebook ads positively impact brand experience and brand self-expressiveness, which in turn enhances brand attachment and brand love. This paper contributes to branding literature by illustrating how advertisements strengthen consumer brand relationships and enable brand managers to make better informed decisions when crafting personalized advertisements.
Acknowledgments
The authors want to thank Nigel R. Barefoot for his support in the earlier versions of this paper
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 To be certain that those types of ads were personalized, we implemented a pilot study, and collected 242 responses. A one-sample t-test was performed in which the mean score was compared with the midpoint (4). As expected, respondents perceived the ad to be more personalized (M= 4.87 vs. midpoint 4, SD = 2.121, t (df = 241) = 6.366, p< 0.001).