Abstract:

Today, the intense competitive environment has also made changes in the understanding of marketing. In order to a competitive advantage, companies are aimed at ensuring brand equality and strengthening the brand image by building an emotional connection between the brand and the consumer. In order to this, they need to analyze the concept of brand love that begins to come to a new agenda in the marketing world. Consumers who are faced with many different products of many different brands today, who have many alternatives, do not just want to buy a brand’s product or service when they buy it according to the characteristics of the product or service, they expect the brand to connect with them and to benefit them emotionally. Consumers tend to make the brands they love part of their lives. Consumers linked with love to the brand agree to pay more for this brand, share their satisfaction with their close surroundings, support the brand on various platforms. Therefore, it is extremely important for brands to be able to create brand equality, to connect their existing customers more to themselves, and to draw their potential customers to themselves, to create a love bond between consumers and brands.