Elucidating the Role of Brand Love Value
The objective of this article is to elucidate the value of brand love. The primary research question focuses on understanding this concept from the perspective of individuals who have an affinity for a specific brand. The study was conducted using a quantitative and field-based approach, emphasizing practical application. Based on the research problem, the researchers gathered relevant data and information. Brand value plays a central role in consumer behavior, and establishing strong relationships between customers and their preferred brands has a profound impact on their behavior and brand preferences. Such relationships lead to the formation of deep emotional bonds, ultimately culminating in brand love. These strong emotional connections turn customers into ardent brand advocates, resulting in significant financial gains for the company. This article explores the role of brand love value. To complete the research, a field method and a researcher-developed questionnaire were employed. The questionnaire was distributed among a sample population, with 168 respondents selected through purposive non-probability sampling. Respondents shared their opinions and actively contributed to the completion of this research. Data analysis was performed using SPSS-26 software. Tests including Cronbach’s alpha, T-test, central tendency indices (median, mean), and dispersion indices (skewness and kurtosis) were conducted to evaluate the reliability and validity of the research instrument and hypotheses. The results indicate that the hypotheses presented in the study elucidate the brand equity and brand loyalty as key factors in brand formation. According to SPSS-26 results, the Cronbach’s alpha coefficient for the questionnaire was 0.862, and the T-statistic for normality of the collected data was 46.494. The findings of this study demonstrate that the concept of brand value has a positive and significant impact on brand love. Brand equity, a unique contribution of organizations, plays a crucial and influential role in enhancing the brand. Additionally, brand loyalty increases brand love and has a significant impact on customers.
Keywords: Brand awareness, Brand value, Brand, Brand love, Brand loyalty