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.

Introduction

"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...