Providing a conceptual model for evaluating the impact of personalized advertising on brand equity

Document Type : Research Paper

Authors

1 استادیار گروه سیستم های اقتصادی اجتماعی

2 دانشیار گروه سیستم های اقتصادی اجتماعی

3 دانشجو

10.22034/cbsj.2024.63359

Abstract

Over the past few decades, ad personalization has become very popular among marketers due to providing audience-friendly content and increasing effectiveness. Personalized advertising is a powerful tool that, in addition to creating unique experiences for users and accelerating the effectiveness of advertisers' actions, is considered as one of the ways to differentiate the brand in the market. This type of advertising, if designed and implemented properly, leads to the formation of a positive attitude towards the brand, gaining a unique position in the minds of customers and thus achieving strong brand equity, which is a vital element for businesses. Therefore, understanding the mechanism of the effect of personalized advertising on consumers’ perception, engagement, and brand equity is of great importance. Taking into account the limited Persian language research conducted in the field of advertising and personalized communication and the existing gap in the field of evaluating the impact of personalized advertising on all the elements of the brand's Equity at the international level, in the present study, an attempt has been made to conduct a comprehensive study by comprehensively studying the research literature and using the opinions of experts using the Delphi method. According to this model, personalization is one of the effective ways to strengthen the special value of the perceived brand in the minds of the audience through improving the self-expression of the brand, the perceived value of advertising, interaction with the brand and attitude towards advertising.

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