An integrated model of firms' brand likeability: antecedents and consequences

Nguyen, Bang, Choudhury, Musfiq Mannan and Melewar, T. C. (2015) An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing, 23 (2) . pp. 122-140. ISSN 0965-254X [Article] (doi:10.1080/0965254X.2014.914071)

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Likeability plays an important role for firms that rely on their brands. However, few studies examine factors influencing customers’ perceptions of likeable firm brands. Adapting a Private Brand model, the current study proposes a model of brand likeability that integrates four key variables measuring customer characteristics, namely: price consciousness, perceived quality, perceived risk and familiarity. Using an online survey to collect data, the study employs partial least square based structural equation modelling for hypothesis testing. Findings reveal that when customers are more familiar with the well-liked brand, they have more confidence in evaluating the quality, reducing perceived risk and price consciousness. In addition, the study highlights an important antecedent to brand likeability perceptions: brand familiarity. Marketers are encouraged to manage brand likeability more systematically to improve customer-brand relationships, brand reputation, and differentiate firms’ brand personality. Not managing likeability creates disliked brands, resulting in customer dissatisfaction and negative word of mouth.

Item Type: Article
Additional Information: Published online: 02 May 2014
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 18967
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 02/02/2014, available online:
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Depositing User: Tc Melewar
Date Deposited: 04 Mar 2016 11:51
Last Modified: 18 Jul 2019 09:47

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