A framework of brand likeability: An exploratory study of likeability in firm-level brands

Bang Nguyen*, T. C. Melewar, Junsong Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

35 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)368-390
Number of pages23
JournalJournal of Strategic Marketing
Issue number4
Publication statusPublished - 2013
Externally publishedYes


  • branding
  • consumer
  • exploratory
  • likeability
  • perceptions
  • services

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