ABSTRACT
Today’s marketing is focused on consumers and seeks to create consumer loyalty. Research shows that satisfaction is a source of loyalty to the brand. Yet, a satisfied consumer switch brand. Brand love comes in this attempt to create brand loyalty. The relationship between consumers and brands is similar to the relationship between people or the relationship between people and nature, the universe or religions and, as such, plays a crucial role in people’s lives. The objectives of the study are (1) To identify the factors that form brand love (2) To find out the impact of these factors on brand love. From the study, the factors that form brand love are identified as Current self-identity, desired self-identity, life meaning and intrinsic rewards, attitude strength, willingness to invest resources, passionate desire to use, things are done in the past, intuitive fit, Emotional Attachment, Positive Affect, Long term relationship, Anticipation separation distress, Attitude Valence, Functional quality of brand and Loyalty, Word of Mouth, Resistance to negative information. Consumers have a feeling of love for a brand when they feel or observe all of these factors in a particular brand.
