The Power of Brand Love: Suggested Vision for the Relationship between Brand Experience, Loyalty, Trust, and Brand Love

Brand love refers to a strong sentimental inclination toward a brand, perceive it as consumers’ emotional response to the brand, which has been formed over time and in multiple interactions Brand love is perceived as the sum of cognitive behaviors that are driven by fondness for a brand a recent marketing concept in the research stream of consumer–brand relationships. Brand love is a profound emotional attachment and affection that customers develop towards a brand. This attachment is not just superficial, but rather a deep-seated connection that transcends mere liking or preference. When customers experience brand love, they begin to see the brand as an integral part of their lives, and this emotional bond can have a profound impact on their perceptions and behaviors. One of the key consequences of brand love is its impact on brand trust. When customers develop a strong emotional bond with a brand, they are more likely to trust it. This trust is not just based on rational evaluations of the brand's performance or features, but rather on an emotional sense of security and reliability. Customers who experience brand love are more likely to believe in the brand's integrity and reliability, and this trust can lead to increased loyalty and commitment. Research aims to explore the features of brand love that make it the key driver of brand trust. The research problem stems from the need to find the complex relationship between customer experience, brand loyalty, brand trust and brand love. The research concludes that understanding the nuances of brand interaction with brand love informs strategies for building lasting customer relationships.