The brand likeability scale: An exploratory study of likeability in firm-level brands

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct.

The brand likeability scale: An exploratory study of likeability in firm-level brands

Bang Nguyen

East China University of Science and Technology

Yuksel Ekinci

University of Reading

Lyndon Simkin

Coventry University

T.C. Melewar

Middlesex University

Introduction

Researchers advocate the importance of creating, managing and evaluating consumer–brand relationships (e.g. Schmitt 2013; Tuškej et al.2013). Scholars stipulate more research to understand the quality of these relationships by investigating topics such as brand perceptions (Brunk 2012) and brand attitudes (Woo & Winterich 2013). In the current study, we conceptualise, develop, refine and test a new multidimensional scale of brand likeability to measure consumers’...

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