Özet:

In the first place, consumers meet their desires and needs through limited options, and today the number of options has increased with the ease of access brought by the development of technology. Therefore, the concept of brand love, which expresses an emotional and passionate bond to the brand, has begun to gain importance. The purpose of this research is to identify the effects of brand calls, brand confidence, brand awareness, brand image and quality perceived on brand love; and the effects of brand love on brand loyalty and marketing behavior from ears to ears. The main mass of the research consists of customers of a famous electronic brand that lives in the Eastern Black Sea Region and operates in Turkey. The 400 consumers face-to-face survey method has been applied with the easy sampling method. Factor analysis and chronbach alpha method has been applied to test the validity and reliability of data. Research hypotheses have been tested with structural equality modeling. The research found that brand calls, brand confidence, brand awareness, brand image and perceptible quality positively influenced brand love, brand love, and brand loyalty and marketing behavior from ears to ears.