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This study examines the role of brand love and its relationship with brand-related variables, such as brand quality, brand trust, brand commitment, and brand loyalty. A total of 265 responses from smartphone users were collected via an online survey over a two-week period. The findings confirmed the effect of brand quality on brand trust, brand love, and brand loyalty as well as the effect of brand trust on brand love and brand commitment. Brand love affects brand commitment and brand loyalty, which comprises purchase intention, word-of-mouth, and willingness to pay. Managerial implications and future research directions are provided.

Understanding Consumer Brand Love, Brand Commitment, and Brand Loyalty