A Brand Like a Friend—How Brand Likeability Influences Brand Perception

Autor:	Pascal Bruno, Martin Ohlwein
Rok vydání:	2021
Předmět:	Marketing Economics and Econometrics Perception media_common.quotation_subject Appeal Position (finance) Advertising Customer satisfaction Business and International Management Psychology Degree (music) media_common Loyalty business model
Zdroj:	International Journal of Market Research. 64:295-305
ISSN:	2515-2173 1470-7853
DOI:	10.1177/14707853211039190
Popis:	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. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions of objective brand attributes. The present study uncovers that brand likeability positively influences both product quality and price fairness. Moreover, likeability affects loyalty, both directly and mediated by the constructs of product quality, price fairness, and satisfaction. Thus, achieving likeability as a brand can be regarded as a key task of brand management. If a brand is perceived as likeable, the chances that customers will be willing to accept a price premium and overlook qualitative shortcomings of a product are higher.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::19b95ea1b2491aeff579e7cecfa23a18 https://doi.org/10.1177/14707853211039190 Zobrazit plný text záznamu