Research on the effect of brand love on generation Y's loyalty to sports shoe brands

Today, in parallel with the emergence of the highly competitive environment as a result of the increasing number of brands in the market, expanding the marketing strategy and tactics has become essential. Brand love and strategies and tactics that can be applied in maintaining the brand love is one of them. While the necessity of providing brand satisfaction, brand value, perceived value, perceived risk, perceived quality, etc., which can affect brand loyalty, is still up-to-date and important, the main attention has been directed to ensuring brand love, especially in a highly competitive environment. The concept of brand love was introduced into the marketing field by Kevin Roberts, the CEO of Saatchi & Saatchi advertising agency. Roberts (2004:74) describes brand love as "Love is about action. It's about creating a meaningful relationship. It's a constant process of keeping in touch, working with consumers, understanding them, spending time with them. And this is what insightful marketers, empathetic designers, and smart people on the checkout and production line do every day." The problem of determining to what extent brand love is effective in creating brand loyalty, which is the aim of this research, is measured by the effect of sports shoes brand love of the Y generation. 73.4% of the Y generation has a sports shoe brand that they prefer, and the 1-unit positive change in their brand love, which is explained in the dimensions of "closeness and loyalty" and "passion", increases their brand loyalty by 66%.