حسین حاجی بابایی

Brands play a central role in consumer behavior and creating strong relationships between customers and their selected brands have a great impact on customer behavior and brand preference. Creating such a powerful relationship in some cases creates deep emotional ties and ultimately brings love for the brand. Creating and enhancing powerful emotional ties transforms people into tenacious advocates for the brand, resulting in a huge investment for the company. The purpose of this research is to explore the nature of love for the brand and to investigate the relationship between brand connectivity concepts, trust, satisfaction, and love for the brand. To this end, the conceptual model of research was developed based on an extensive literature review. In the first phase, a full data sample of individuals, who were deeply affiliated with a brand, were selected and a brandbased association questionnaire was developed. In the second phase, with the dominant quantitative approach, universities, shopping malls, and customers who came to brand representations were investigated. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that associations result from brand, brand satisfaction, and brand confidence by different intensities affects each other and brand love. This study, using a hybrid approach, has tried to explore love for brand and, in addition, shows a better vision of emotional relationships.