Koko was one of the famed mid-carder gang of the Rock 'N Wrestling era, and he was generally beloved by the fans, especially kids. A career babyface, his parrot, his singing and his charm as a showman was his main strength, and he was also considered one WWF's more significant high flyers of the day, his peers being Jimmy Snuka and Ricky Steamboat.
You have to remember, he wrestled at a time when a lot of the roster was over. This era was full of fun characters that fans generally popped for.
In the '80s to early '90s if a fan liked you, he did 9 times out of 10 unconditionally. You could be not so remarkable in the ring and a fan would still think pleasant of you because you were a "good guy".
But Koko B. Ware usually didn't win too many matches. He was the guy you put in there when you needed a good worker to help put another guy over.
He'd been a contender for belts before; he had a couple of matches for the IC belt, against Tito Santana or Randy Savage, but he never won them.