The effect of consumer's brand love on brand satisfaction and brand loyalty: A sample for staff in Uşak University

The emotional bond built between a consumer and a brand is called "brand love". That the consumers attach themselves to the brand by love makes their relationship with the brand continue for a long term. This bond is of great importance in that the business can maintain their existence. Whether this brand love will be strong enough or not depends on the fact that consumers' own brand is more reliable than its rivals and that the business is open to innovation and change. When the business proves this strong bond, consumer satisfaction, the intention of repurchasing and offering it to others will be inevitable. In this study, a field survey was conducted among the staff of Usak University (academic staff and administrative staff) who were determined by sampling method in order to detect the effects of brand love, brand satisfaction and brand loyalty. The analysis of the results were carried out by the programmes of SPSS 23 and AMOS 18. The findings indicate that brand love has a positive effect on brand satisfaction and that brand satisfaction influence repurchasing and offering the brand positively which are the dimensions of brand loyalty.