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’...