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This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.

Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.

The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.

Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.

This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

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.

Two studies are developed to test the model using partial least squares structural equation modeling (PLS-SEM). Additionally, cluster analysis, multi-group analysis (MGA) and serial mediation tests are also conducted to provide better insights into the results.

The results of the two studies show that all nine hypotheses are supported except for H4 in Study 1. Three market segments (ad lovers, ad adjusters and ad haters) are identified. Each segment has a typical attitude toward personalized advertisements.

Built on self-congruence literature, the current research posits that consumer-brand self-congruence can be established when a customer sees a brand advertised on Facebook after searching for that brand online. Consistently, this paper finds that through self-congruence, personalized advertising has a positive impact on brand-related outcomes.

Three segments identified – “ad lovers,” “ad adjusters” and “ad haters” are important for marketers. Companies should develop an appropriate advertising campaign for each segment, especially once the general data protection regulation is in place. Companies will be subject to a noncompliance penalty if an advertisement is posted on a user s account without approval. Identifying this segment promptly will not only enable companies to save resources but also help avoid legal complications associated with privacy concerns.

This research sheds light on the effects of personalized advertising on customer perceptions of brands in social commerce.

This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.

Three experiments were conducted involving product failure and CEO change scenarios.

Studies demonstrate that incremental theorists prefer the enhanced product after the CEO change (vs no change), whereas entity theorists do not prefer the enhanced product after the CEO change. This effect is mediated by consumers’ perception of the likelihood of success of the firm after the CEO change. Furthermore, entity theorists prefer the enhanced product only when the CEO change is external (vs internal).

Future research could investigate if the impact of CEO change on product perception depends on the severity of the situation, and identify boundary conditions under which the CEO change is not beneficial.

The results suggest that organizations can take advantage of the leadership change by introducing new products strategically around the period of leadership change. Marketers can induce incremental mindset in their advertisement material during the period of leadership change to ensure that all consumers have a positive perception of the enhanced products.

This is the first research to investigate how consumers respond to leadership changes made by organizations. The findings show that different signals (internal vs external CEO change) can generate different reactions across different receivers (incremental vs entity theorists).

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.

A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.

The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.

The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

The purpose of this paper is to examine the relationship between market orientation, learning orientation and innovation; and second, assesses the role of innovation, market orientation and learning orientation on firms’ business performance using a developing country (i.e. the Ghanaian banking domain) as a study context.

Following a nation-wide survey among senior managers of 28 banks in Ghana, five research propositions were tested using multiple linear regression analysis.

Results demonstrate that market orientation has significant association with innovation while learning orientation has significant impact on innovation. Moreover, innovation mediates the relationship between market orientation and business performance.

This study adopt the cross-sectional research design and as such acknowledge the same limitations as other cross-sectional studies.

The research will help bank executives especially in Ghana and other developing countries to appreciate these marketing variables.

Banks innovation efforts, concurrently with the development of market orientation culture and improvement in organizational learning processes must benefit bank customers and stakeholders as a whole.

The research will help banks in Ghana and other developing countries to appreciate that their innovation efforts should concurrently be in sync with the development of market orientation culture and improvement in organizational learning processes.

Drawing upon the capability approach, this study aims to investigate the impact of sense of competence on work–life and life–work enhancements. It also examines the mediating roles of mindfulness and flow at work in the above relationships.

A sample of 254 medical doctors in various hospitals in Vietnam was surveyed to validate the measures via confirmatory factor analysis and to test the model and hypotheses using structural equation modeling.

The results demonstrate that mindfulness and flow at work fully mediate the effects of sense of competence on both work–life and life–work enhancements, but sense of competence does not have any direct effect on both.

To the best of the authors’ knowledge, this study is among the first to examine the roles of sense of competence, mindfulness and flow at work in work–life and life–work enhancements, adding further insight into the literature on work–life balance. It also offers evidence for the capacity approach in explaining work–life and life–work enhancements in an emerging market, Vietnam.

In response to COVID-19 global outbreaks, Canada, and Australia, two favored destinations by international students, as the contexts of this essay, have enacted different international education policies, which will be investigated through the narratives. The authors discuss transnationality and mobility as key terms in the internationalization of higher education (HE) studies through their experiences as three Vietnamese doctoral students in Canada and Australia. Transnationality is attended through a narrative of a Vietnamese returnee struggling with bringing unfamiliar knowledge of gender and sex education from the West into a Vietnamese HE context. Mobility is unpacked through stories of a Vietnamese doctoral student in Canada stuck in Vietnam due to the COVID-19 despite inviting policies from the Canadian government to international students. This experience is connected to another Vietnamese student’s experience in Australia about a controversial act to discourage international students from staying in Australia if they cannot support themselves during the pandemic. The authors’ stories are created and retold personally for introspective and contemplative reflections on what the authors have experienced and offer considerations for how transnationality and mobility in international and comparative education could be understood through education, equity, and inclusion.

Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that offers advanced targeting options and reliable conversion tracking. This paper aims to examine the effects of personalized advertisements on SNS on the relationship between consumers and brands, tests the impact of brand attachment and experience on brand equity through personalized SNS ads and investigates the influence of such ads on branded products and services.

Two studies were conducted. Study 1 (n = 275) was a survey-based design that leveraged structural equation modeling to test the hypotheses, while Study 2 (n = 350) used experimental design to compare two groups who saw service brand ads versus those who saw product brand ads.

Results showed that SNS ads supporting the brand had a significant positive impact on respondents’ brand attachment and brand experience. In both studies, brand experience positively impacted all the elements of brand equity, while brand attachment was found to impact brand loyalty.

The findings illustrate how personalized ads for brands appearing on SNS can change consumer perceptions, thus affecting the consumer–brand relationship. The results bode well for brands considering leveraging SNS in their marketing mix, particularly when the strategy behind the advertising is brand building.

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation.

Using online survey data from 355 brand app users, a conceptual model is tested employing the partial least squares structural equation modeling.

The results suggest that not only does branded app personalization drives brand co-creation (fully mediated by consumer brand engagement) but that this process also increases perceived quality and brand loyalty among users of branded apps.

Data for the study are self-reported and thus may not accurately reflect actual attitudes and behaviors. In addition, respondents were students within the United States who, although representative of branded app users, may limit the generalizability of the study.

Knowing that branded apps can influence customers' perception of the quality and value of their apps, products and services, or even their associated brands, marketers and app designers should work together to provide a value co-creation platform through the apps to increase customers' personalized, engaging experience.

Although various relationships between personalization, engagement and co-creation have been studied, along with their impact on loyalty and perceived value, the interaction between these factors is not widely understood. The study examines these interactions in the context of branded apps, through the service-dominant logic perspective.

Positing that human capital resources of marketers comprise both psychological capital (PsyCap) and marketing capital (MarCap), and that PsyCap in combination with MarCap will have a synergistic effect on marketers’ job performance, the purpose of this paper is to investigate the configurational roles of PsyCap and MarCap in marketers’ job performance.

Using a survey data set collected from 472 marketers in Ho Chi Minh City, Vietnam, the study tested the net effects of PsyCap and MarCap on job performance using structural equation modeling (SEM). Then, the study investigated the configurational roles of PsyCap and MarCap in job performance employing the fuzzy-set qualitative comparative analysis (fsQCA).

SEM results show that two components of PsyCap (efficacy and optimism) and one component of MarCap (organizational MarCap) have positive effects on job performance. fsQCA findings reveal that, except hope, combinations of PsyCap and MarCap components form several sufficient conditions for job performance.

The focus of this study is on marketers, that is, at the individual level. Future research should examine both PsyCap and MarCap at a higher level, such as the team, unit, or firm level.

The study’s findings suggest that firms should pay attention not only to the net effect but also to the configuration of PsyCap and MarCap when designing and implementing their human resource strategies and policies.

This study contributes to the literature on human capital resources by confirming the configurational roles of PsyCap and MarCap in marketers’ job performance.