Abstract
This paper examines the complex relationship between brand love and brand loyalty, exploring the central role of emotional ties in shaping consumer-brand interactions. Extensive research on consumer preferences and behavior reveals a strong and positive relationship between brand love and brand loyalty -Emphasizes the importance of emotional engagement to build commitment What lies notably, research also highlights the significant impact of brand love on consumer behavior, as it motivates the willingness to pay higher prices for the products or services of the desired brands Number of people who expressed in this study is a young and diverse user base -In addition to revealing the basis, which provides a nuanced understanding of who are most likely to be brand-lover relationships, research factor analysis shows key factors that contribute to brand love. The study also supports the reliability of the measurement models used. The practical implications drawn from these findings suggest that firms can harness the potential of brand affection by developing strategies to resonate emotionally with consumers, and thus so for loyalty and attractive value. By understanding the multifaceted nature of consumer love, companies can strategically incorporate this concept into their operations, ultimately increasing their market presence and with customers have developed deep and lasting relationships.
Keywords: Brand Love, Brand Loyalty, Consumer Behavior, Emotional Connections, Repurchase Behavior.