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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.

Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection and conation and collaborative consumption literature, this paper aims to investigate the drivers of brand loyalty and revisit intentions in the context of Airbnb.

The data was collected from 399 Airbnb users using the online survey. Partial least square structural equation modeling was used to test hypotheses. Mediation tests were conducted with multiple mediation analyses.

The study reveals that brand likeability enhanced by customers’ trust in both hosts and Airbnb drives satisfaction, brand loyalty and revisit intention. Moreover, satisfaction impacts revisit intention through a full mediation of brand loyalty.

The role that trust and likability play in enhancing brand loyalty and the intention to revisit is not well documented in the literature on collaborative consumption. The results show that consumers’ trust (cognition) is the first step to the success of collaborative consumption, and consumers’ trust in both platform and hosts will make the Airbnb brand more attractive and likable. When brand likability (affection) grows deeper through more engagement, consumers are more willing (intention) to spend more time staying in Airbnb accommodation.

Although existing literature discusses trust from the consumers’ standpoint and categorizes it into two types, the influence of trust on brand likability has never been tested before. Based on the causal relationship between cognition, affection and conation, to the best of the authors’ knowledge, this paper is the first one investigating trust in both the platform and hosts as key drivers of brand likability, which enhances customer satisfaction, brand loyalty and revisit intentions in the Airbnb context.

协作消费由于其快速增长而引起了研究人员的关注。 基于文献中对于认知、情感和意向与协作消费之间的因果关系, 本文调查了 Airbnb 背景下品牌忠诚度和重访意图的驱动因素。

数据是通过在线调查从 399 名 Airbnb 用户那里收集的。 PLS-SEM 用于检验假设。 中介测试通过多重中介分析进行。

研究表明, 客户对房东和 Airbnb 的信任增强了品牌喜爱度, 从而提高了满意度、品牌忠诚度和重访意愿。 此外, 满意度通过品牌忠诚度的全面调节影响重访意愿。

然已有文献从消费者的角度讨论信任并将其分为两种类型, 但信任对品牌好感度的影响从未被检验过。 基于认知、情感和意向之间的因果关系, 本文首次调查了平台和房东的信任作为品牌好感度的关键驱动因素, 从而提高了 Airbnb 背景下的客户满意度、品牌忠诚度和重访意愿。

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.

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.