... hypothesis is proposed: Personalized advertisements enhance multiple consumer–brand relationships. In a competitive market, each brand communicates features uniquely associated with their brand (Stokburger-Sauer et al., 2012). Through this process, consumers form affective bonds...

...Trang P. Tran; Michelle van Solt; James E. Zemanek Jr Purpose This paper aims to tests a conceptual model capturing the influence of personalized advertising on customer perceptions of brands in social media and identifies three market segments based on customers’ reactions to personalized ads...