A research on the role of brand love in consumer-brand relationship

The rapid development and change in the marketing world once again reveals the importance of many concepts such as brand. Nowadays, it becomes more difficult to differentiate the enterprises from their competitors and it shows the necessity of brand management to act with emotional ties with consumers. In this context, the emotional bond between the consumer and the brand is expressed as the love of the brand. In terms of brand, the concept of love is seen as the process of strong emotional commitment of the consumer, as in interpersonal relations. The fact that the consumer acts with the sense of love towards the brand enables them to establish strong and long-lasting relationships with the brand or enterprise and this creates a brand loyalty by affecting their subsequent purchases. Consumers no longer address product needs or needs, but also lead purchases through emotional satisfaction. Brand love; brand identity, brand loyalty, brand trust, mouth to mouth communication and purchase is a concept that includes the intention. The aim of the thesis is to investigate the role of brand love in consumer and brand relationship. For this purpose, a face-to-face questionnaire was applied to smart mobile phone consumers aged 18 and over who preferred to buy the brand used in the study. The results were analyzed with SPSS 23.0, AMOS 23 statistical programs. According to the results, brand identity, brand identity, brand trust, brand loyalty and mouth to mouth communication; brand loyalty, brand trust, intention to buy and mouth to mouth communication; it also shows that oral communication has a significant effect on the intention of purchase. Keywords: Brand Identity, Brand Love, Word of Mouth, Brand Trust, Brand Loyalty, Purchase Request