A brand like a friend—How brand likeability influences brand perception

Being the customer's friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role.


"People prefer to say yes to individuals they know and like" (Cialdini, 1993).

This key principle of marketing psychology underlies a variety of management practices. It is therefore not surprising that brands position themselves as friends...

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