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A Framework of Brand Likeability : An Exploratory Study of Likeability in Firm-Level Brands

Author

Listed:
  • Bang Nguyen

    (Oxford Brookes University)

  • T. C. Melewar

    (Brunel University London [Uxbridge])

  • Junsong Chen

    (China Europe International Business School)

Abstract

The concepts of brand love and brand attachment have received great attention in branding and consumer behavior research lately. However, the focus of these studies has mainly been the understanding of brands from an affect-based perspective in terms of emotions rather than exploring the consumers' perceptions themselves. This study explores the consumers' perceptions of likeability as an outcome of a firms' branding strategy. Based on forty four in-depth interviews this study submits a conceptualization of brand likeability from the consumers' point-of-view. The concept of brand likeability constitutes three dimensions and 10 sub-dimensions, expanding our knowledge of the construct. The study posits a crucial link between increased positivity and appeal as key in the understanding of the brand likeability concept. Specifically, the exploration of the brands' personification constitutes attractiveness, integrity, and extraversion. The psychological factors which determine the likeability are identified as positive inferences, reference points, and attachment and love. The functional factors which help a brand induce likeability are identified as good services, increased communication, and convenience and smoothness. Lastly, the study finds that fairness is an attribute that affects all dimensions. Theoretical and managerial implications are discussed.

Suggested Citation

  • Bang Nguyen & T. C. Melewar & Junsong Chen, 2013. "A Framework of Brand Likeability : An Exploratory Study of Likeability in Firm-Level Brands," Post-Print hal-02312296, HAL.
    • Handle: RePEc:hal:journl:hal-02312296
    DOI: 10.1080/0965254X.2013.790472
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    Citations

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    Cited by:

    1. Kenichi Jogel Pacis & Maria Angela Almendrala & Rica Jade Paitone & Antonio Etrata Jr., 2022. "The relevance of the notion for all publicity is good publicity: The influencing factors in the 21st century," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 42-56, March.
    2. Arsalan Mujahid Ghouri & Pervaiz Akhtar & Maya Vachkova & Muhammad Shahbaz & Aviral Kumar Tiwari & Dayananda Palihawadana, 2020. "Emancipatory Ethical Social Media Campaigns: Fostering Relationship Harmony and Peace," Journal of Business Ethics, Springer, vol. 164(2), pages 287-300, June.
    3. Baudier, Patricia & Ammi, Chantal & Hikkerova, Lubica, 2022. "Impact of advertising on users’ perceptions regarding the Internet of things," Journal of Business Research, Elsevier, vol. 141(C), pages 355-366.
    4. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    5. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    6. Warat Winit & Saranya Kantabutra & Sooksan Kantabutra, 2023. "Toward a Sustainability Brand Model: An Integrative Review," Sustainability, MDPI, vol. 15(6), pages 1-25, March.
    7. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    8. Lim, Heejin & Kumar, Archana, 2019. "Variations in consumers’ use of brand online social networking: A uses and gratifications approach," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 450-457.

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