Likeability plays an important role for firms that rely on their brands. However, few studies examine factors influencing customers’ perceptions of likeable firm brands. Adapting a Private Brand model, the current study proposes a model of brand likeability that integrates four key variables measuring customer characteristics, namely price consciousness, perceived quality, perceived risk and familiarity. Using an online survey to collect data, the study employs partial least square-based structural equation modelling for hypothesis testing. Findings reveal that when customers are more familiar with the well-liked brand, they have more confidence in evaluating the quality, reducing perceived risk and price consciousness. In addition, the study highlights an important antecedent to brand likeability perceptions: brand familiarity. Marketers are encouraged to manage brand likeability more systematically to improve customer–brand relationships, brand reputation and differentiate firms’ brand personality. Not managing likeability creates disliked brands, resulting in customer dissatisfaction and negative word of mouth.
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