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Antecedents and outcomes of brand love

The study of the factors that lead consumers to feel brand love has been becoming of increased importance, knowing that consumers develop emotional and passionate relationships with brands today. The purpose of our study is to identify the main determinants and relational consequences of apple brand love. Based on a sample of 215 respondents, the model of structural equations was used. The results showed that experience, identification and satisfaction with the brand are essential for consumers to feel love for apple brand. Already brand prestige and experience and identification with the brand proved to be crucial in obtaining satisfaction with the apple brand. In turn, love and satisfaction with the apple brand generate loyalty and positive word of mouth. Finally, loyal consumers speak positively of the apple brand.