The Relationship between Brand Love and Brand Attitude

Zehra Bozbay 1, Azhdar Karami 2, Vahideh Arghashi3

1-Zehra Bozbay, Istanbul University,Istanbul, Turkey,
2- Azhdar Karami, Bangor University, UK,
3- Vahideh Arghashi, Istanbul University,Istanbul, Turkey.

Abstract
Brand love is a comparatively new concept in marketing literature that leads to deep
emotional association between consumers and brands. So, if the user does not have access to the
brand, he will not replace own popular brand with other brands. Brand love can create unique
competitive advantages for brands and increase customer loyalty. In challenging competitive
environments, brand love is a vital element for companies that can help to them for keeping their
organizations alive. The purpose of this paper is to find out the impact of brand love on brand
attitudes and affect it on customer loyalty and word of mouth among users of popular social
networks in Turkey. In this study, also the effect of brand identification, brand image and brand
satisfaction on brand love was investigated. It is assumed that brand love impact on brand attitude
and it will make brand loyalty and lead to word-of-mouth communication, Brand attitude were
considered as an interposed variable and the impact of brand attitude on brand loyalty and word-
of-mouth communication were aimed to be investigated. It provides a new perspective on the
impact of brand love on brand attitudes, customer loyalty and positive word of mouth in social
media‘s brands. In this paper, structural equation modeling method has been employed for data
analysis. Data is collected using the face-to-face interview method. The survey data was collected
through a sample of 461 students studying at universities in Istanbul, Turkey. The results of the
study showed that brand love have a significant effect on brand attitude. This effected is important
for researchers because it expresses that making loving emotional about your brand can be
effective way to earn positive brand attitude about your brand . Brand attitude also had effect on
brand loyalty and word of mouth that most companies are trying to get them.

Keywords: Brand Identification; Brand Image; Brand Satisfaction; Brand Love; Brand
Attitude; Brand Loyalty; Word-of-Mouth.

1. Introduction
Today, marketing is closely related to brand concept and brand management. The
most successful businesses in the world have the most well-known brands among
customers, which lead to a higher value and more benefits than the physical assets of
their owners. A brand adds new dimensions to a product or service to
1-Zehra Bozbay, Email addresses: zehrat@istanbul.edu.tr 2- Azhdar Karami, Email addresses:
a.karami@bangor.ac.uk 3- Vahideh Arghashi, Email addresses: vahideh.arghashi@ogr.iu.edu.tr

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distinguish it from others [1]. When brand and customer relationships are strengthened, love
to the brand emerges. Because of this love, the customer believes that his brand is too important
to don’t be replaced it with another brand [2]. Carrol and Ahuvia [3] raised the determinant
and achievements of brand love. Their studies showed that brand love effected to brand loyalty
and word-of-mouth. Previous studies considered brand identification, brand image and
customer's satisfaction as antecedents to brand love [4, 5].

At present, marketing efforts are trying to change customers’ attitude towards brands by
creating attractive and efficient ads, increase satisfaction and create continuous customer
loyalty for more productivity so brand love concept and relationship between brand love and
brand attitude are important for investigating by marketing researcher. A positive attitude about
a brand helps the user make a better purchasing decision toward a new service and product
[6].Also for repeating purchase, client must have relatively strong desirable brand attitude to
be really loyal to that brand [7].Many researches proved attitude is one of the background of
consumer behavioral intentions [8-10].

Brands loved will help marketing managers to understand customer perceptions, their
perceived brand image in the eyes of the customer and understand the customers' attitude
towards their brands [11]. Other study identifies brand love, compared with brand attitude, and
is more strongly related to growth in behavioral loyalty [12]. Herr, Kardes, and Kim [13] show
a “relationship between attitudes—reflecting for-or-against or pro-con affective object
evaluations—and word of mouth”. Impressive attitudes consist of feelings, state, and emotions
profoundly impact on consumer loyalty [14]. Research has shown that that customer’s attitudes
towards repurchasing behavior are an essential element of customer loyalty [15]

When the customer connects to a brand with love, it does not easily change its brand, and
is created optimistic attitudes towards the brand. In this case, creating love for a brand is very
important for companies, because it influences customer loyalty by influencing customer
attitudes and helps maintain the competitive advantage of the organization. Brand love is a
new concept in marketing theories. Thus it needs more attention and investigated. As there is
an unrivaled advantage for companies in intense competition, therefore this concept must be
research with accuracy. This study includes two parts. In the first part, theoretical background
was presented about research variables and in the second part a questionnaire on brand love
and the results of this study were considered.

2. Theoretical background

2.1. Brand Love

Brand love concepts appear in the marketing literature by Shimp and Madden in 1988.
They suggest that love includes three dimensions of intimacy, commitment and passion[16].

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Ahuvia [17]studied the love for an object that describes the concept of Philopragia. The
strongest satisfaction was experienced caused that a consumer satisfaction of a brand turned
into love [18].

Thomson et al [19] researched the emotional relationship between the customer and the
brand, and Caroll and Ahuvia [3] continued their studies of brand love. When a brand is used,
it can be satisfying, but when it comes to love, there is a long-term interaction between the
customer and the brand. Other study Shows how the customers have strong interact with own
brands [20] Brand love is a multi-dimensional concept that including “affection” and “passion”
which is named macro-dimensions that they also include various dimensions [20]. In the
literature, there are many factors that can be related to the brand love concept such as attitude
strength, perceived functional quality, affection and positive emotions [21], long - term use
[22, 23], word of mouth [24],satisfaction [3] and brand loyalty [3, 19, 21, 25].

Batra and colleagues [21] describe the concept of brand love and try to measures brand
love based on an realizing of how consumers experience the phenomenon of love. Customers
who like their brands are most loyal and committed defendant of the brand [26]. Marketing
scholars stay that brand love is the strongest aspect of customer - brand communication [21].
Brand love can be an incentive to shape and retaining close customer relationships with the
company [27]. The brand love has been demonstrated to increase re-patronizing intentions
[28].

Previous research was also showed that the connection that leading to brand love is
profound and lasting, so commentary the brand love to be incommutably [26]. Brand love is
the part of the structure relationship between consumers and brand, which is more intensive
than liking [29]. Studies have proven a strong relationship between brand love and
anthropomorphism [30]. In one category brand love alone is not the final consolation since
brand love is world wile, transcending all type of category [31]. Brand love is a powerful
antecedent in the formation of behavioral intention [32, 33].

Former research has found the importance of the relationship between brand love and
identity, and has proven that consumers who have a higher sense of love for their brands try to
shape or maintain their feeling of identity [34]. The popular and accepted approach is that the
brand love related to interpersonal love and attempts to define brand love as the essential result
of the similarities between these concepts [23]. Other study show relation between brand love
and interpersonal love are developed thought time and brand love is product of this process that
achieved over time and it is not immediate outcome [22, 23]. The consumers have a closeness
feeling about their brands and positive experience with them can develop brand love [35] The
strongest relationship consumers could form with a brand is named brand love [22] It is a fine
factor for forecasting vital managerial variables [36].

Previous studies on brand love were generally researched brand love's impact on word-of-
mouth and brand loyalty directly. The present paper intends to test the role of brand attitudes

3
as a key element in this relationship and to assess the relationship between brand love and brand
attitude and its impact on customer loyalty and word-of-mouth communication. In the direction
of this purpose and model the research hypotheses are as follows:

2.2. Brand identification

Brand identification is defined as “consumers share the same self-definitional attributes
with a brand” [37, 38]. Former studies suggested brand identification is one of the brand love
antecedents [4, 5, 26, 39]. The brand identification can be create higher levels of loyalty toward
the brand [40, 41]. Researchers believe that strong customer brand identification can lead to a
better assessment of the brand by customers [40]. One other study found that customer brand
identification will results to word of mouth communication and loyalty on automobile car
brand customers [42]. The consumer prefer to expanded their own time, financial and social
sources to preserve their brand relationship when they are integrated with themselves
brands[43, 44].
The concept of customer brand identification has been resulted from social identity theory,
which can lead to a wide range of customer conclusions, such as brand customer loyalty [45].
Previous studies have shown that brand identification can result to word-of-mouth, repeat
purchases and customer loyalty [42, 45]. Bergkvist and Bech-Larsen[4] considered that brand
identification as antecedents of brand love. Another research has proven that high brand
identification can be make loyalty consumers and prevent from switching consumer’s to other
brands [46].
Recently, researchers have been trying to figure out how relationships with brand identity
can be linked to the customer's social identity [47]. Previous studies report a significant impact
of brand identification on brand loyalty [42, 46]. Also, researchers underline that brand
identification significantly raise customer extra-role behaviors [46, 48]. Former studies found
there is strong relationship between brand identification and brand love [4, 26, 39]. Previous
study have demonstrated that consumers’ brand love can development when they understand
that the brand say significant parts of the self [49].
The hypotheses developed are as follows:
H1: Brands identification has an effect on brand love.
H2: Brands identification has an effect on brand loyalty.

2.3. Brand image

There are many ways to conceptualize brand image in marketing literature [50]. Brand
image forms an image of a personality for a product or brand [51] and it contain symbolic
meanings that users related with the special properties of the product or service [52]. Brand
image plays an important role in commercial markets, especially where differences in products
and services are tangible due to qualitative features [53]. Creating a positive brand image is an
important priority for many companies [54]. Consumers connect to specific brands through
subjective or emotional representations that showed by brand image [55]. If the consumer has

4
a mental image of his brand, he may recognize his brand as unique to others [56]. There are
three dimensions of brand image which have created a love mark experience that leads
consumers to become willing fans of a brand [57].

Brand image is all consumers feeling and thought about the brand [58]. Brand image
include brand associations, which are taken of the consumers’ understanding and memory [59].
Brand image is known as a personal symbol that includes brand descriptive information, so the
consumer can easily communicate with the brand [60]. Brand image is a significant feature in
the study of buyer's behavior, because when a consumer is interested in his brand, branded
messages have a stronger impact than the consumer than their competitors[61]. An appropriate
brand image strategy will make a company’s brand distinguish from its competitors, and
provide desirable evaluations in the minds of the customer [62]. Researcher has shown brand
image is effective on brand love [24]. Brand image includes three dimensions Mystery,
sensuality and intimacy that affected on brand love [63]. In this study:

H3: Brand image has an effect on brand love.

2.4. Brand Satisfaction

Satisfaction as differentiated to brand attitude means that the customer reacts immediately
to the brand's performance and results from the (dis)approval of the costumers' expectations
[64]. Satisfaction can be found in transactional measures that focus on a separate entity or a
Comprehensive structure resulting from a series of deals [65]. Research in this field has shown
that satisfaction leads to long-term composition of relationships [66]. Studies have shown that
Satisfaction is one of the dimensions of the service brand. For example, the physical
environment of the organization has a positive impact on the satisfaction of the service [67,
68]. Studies have confirmed the effective relationship between satisfaction and word of mouth
[69].

Satisfaction is necessary to customer repurchase intention but it is not enough components

[70]. Satisfaction is a prerequisite for repurchasing the customer from a brand, with increasing
the satisfaction of a brand, the customer's desire to repurchase the brand increases [71]. Many
researches have stayed that customer satisfaction affects brand loyalty. When customers are
highly satisfied, they understand the result of the interchange to be positive and, therefore, are
making to repurchase; to recommend the provider to other consumers, and to pay a premium
price [72]. Several previous studies have proven that there is a positive and strong relationship
between customer satisfaction and brand love [5]. Measuring the satisfaction is not only in the
customer’s experience but also in the customer’s expectation of the brand [73].

It is argued that satisfaction can lead to loyalty [74]. Dissatisfied customers will pass
negative word of mouth to others while satisfied customers will pass positive word of mouth
[75, 76]. The anticipation of the brand leads to an emotional answer in the customer's mind,

5
ending in either negative or positive feeling, which play a predominant task in clearing
satisfaction and customer loyalty [77]. Previous researchers have shown that the customers
have a favorite brand image ,have a feeling of satisfaction and will be too interested in the
brand; this will cause word of mouth at this respect [24]. Positive feeling from satisfaction tend
to produce enjoyable outcomes and so encourage people to share these results to others[3,
78].The customers who are satisfied with the quality of service will make loyalty to begin
WOM behavior and loyal consumers will work as an representative of word-of-mouth
marketing [79]. The hypotheses developed in this direction are as follows:

H4: Customer satisfaction has an effect word-of-mouth communication.

H5: Customer satisfaction has an effect on brand love.

2.5. Brand Attitude

Brand attitude is determined as consumers’ overall assessment of a brand –whether good
or bad [80]. Brand attitude is a positive or negative overall attitude of the consumer brand
positions towards the brand, which has a positive effect on brand loyalty [81]. In a similar way,
communication variables may be relate to both brand satisfaction and brand attitudes, as
previous studies have found that negative product performance of advertising may partially
alleviate the harmful effects of customers on brand attitudes [82]. The brand's attitude is
considered as an attitude that consumers point to a special brand that they are faced with it [83].
A positive attitude towards a brand that makes the customer's decision to buy a particular brand,
and it helps to create brand trust [84]. Brand attitudes are defined as "a relatively permanent,
one-dimensional summary assessment of a brand that probably enhances behavior" [85].

Marketing researchers recognize the brand's attitude as a key point that has a strong impact
on customer behavior [84, 86, 87]. In an unfavorable situation with a brand, consumers trust
the firm's specific products, which have a positive attitude about it [88]. The attitude of the
customer's neutral, negative or positive attributes towards a brand that plays a vital role in the
consumer behavior pattern [9, 87]. Brand attitude can be define as “a relative enduring, one-
dimensional summary evaluation of a brand that presumably energies behavior” [85] that it is
a basic concept in determining consumer behavior [89]. Previous research has suggested that a
customer's positive attitude towards a brand will affect his behavioral intention [90]. There is
no study that measures the direct impact of brand love on brand attitude. The following
hypothesis was developed by considering brand love had an indirect and a direct effect on brand
attitude.

H6: Brand love has an effect on brand attitude.

2.6. Brand loyalty

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 Brand loyalty is a positive customer mentality towards brand that leads to continuous
buying of the brand over time [91]. In the marketing literature, there are two outdated
approaches to understanding brand loyalty: behavioral approach to brand loyalty and cognitive
approach to brand loyalty [92, 93].The cognitive approach often takes consumer promises or
goals as attitudes loyalty [71].while behavioral researchers believe that frequent customer
purchases are a sign of brand loyalty [45]. Dick and Basu [94] also said that loyalty consists of
behavioral and attitudinal dimensions which refers to a deeply commitment that will resist users
against marketing efforts that may lead to brand switching behaviors [95]. Brand loyalty is the
core of the brand value that affects the customer's decision to buy the same brand and decrease
to shift to rivals’ brands [96]. Brand loyalty causes repeat purchases and positive word-of-
mouth promotions by users, which also has long-term benefits to the organizations [97].
Previous research also suggests that users' emotional responses to brands have a strong impact
on brand loyalty [84]. Some of the former studies of brand loyalty provide a comprehensive
explanation of the concept of loyalty [98].

Brand loyalty is intended to repeat customer purchases, which support to customer

satisfaction, maintains current customers and reduces the cost of new customer acquisition in
the organizations [3]. Brand loyalty is a profound commitment and a positive attitude towards
the purchase of the same brand that will be defined by continuing purchase in the future [99].
Loyalty is divided into two parts: behavioral loyalty and attitude loyalty. Behavioral loyalty
includes re-patronage intensions, repurchasing activities and word-of-mouth, attitude [100].
loyalty include commitment and distinction in the modified SBV model, brand attitude is
affected on brand loyalty [101].The behavioral dimension of brand loyalty appears in
consumers repurchasing products from a brand more than other similar brands and making
positive word of mouth about this brand [102, 103].

Attitude dimensions of brand loyalty as a positive attitude towards brand and

psychological commitment to creating cumulative satisfaction about that brand [104].
Attitudinal loyalty is known as specified preferences, promise, or purchase that emphasize the
psychological part of brand loyalty [105]. In many researches, the empirical evidence has been
proven that attitude toward the brand have a positive effect on brand loyalty [106-108]. So
customers who have a better brand attitude about own brands continuously make repeat
purchases. In this case;

H7: Brand attitude has an effect on brand loyalty

2.7. Word-of-mouth communication

Word-of-mouth described the informal communication between consumers with other

consumers about benefit, efficiency, specifications or ownership of the special goods and
services [109]. Word-of-mouth is an informal and interpersonal relationship that happen
between a non-commercial sender and receiver about a product, service, and a brand or an

7
organization [110]. WOM is a process that allows customers to share their information and
opinions, and leads buyers to specific products and brands and services [111]. The concept of
communication is very important among consumers; this process is known as word-of-mouth
[112]. In general, the wom connection contains any information that is transmitted between
person-to-person or through via some relationship mediocre about a target objects [113]. The
other researchers discuss wom message receiver’s characteristics and what wom messages
deliver to the receiver [114].

Word-of-mouth is usually an expanded process because message senders tend to share

their negative and positive experiences with others and reduce their doubts about their own
purchasing decisions with others [115].Today, marketers agree that the WOM strategy has high
efficiency and reliability [116]. Talking about brands that a person likes plays an important role
in construing of a person's identity, so publishing word of mouth can be connected to your
brand with love [21]. Wom is a marketing communication strategy, which can motivate people
to send messages to others by word of mouth [117].

A few study shows that customer enthusiasm into a brand will result to a favorable election,
satisfaction and will finally result to positive word-of-mouth [118]. Other researcher has shown
that word-of-mouth affects brand attitude [119]. Aaker [120] showed that customer loyalty to
the brand prompts the customer to recommend the brand to others and has a positive impact on
WOM.
Recent research show brand advocacy as a different construct which is conceptualized as
the extreme positive WOM due to the love consumers have for their brands [121]. Increasing
brand loyalty helps companies to charge premium prices and lead to positive word-of-mouth
[122]. Evidence in the research literature shows that loyal customers are more likely to share
their positive experiences with brands through others by “word of mouth” [123, 124].

The hypothesis developed in this direction is as follows:

H8: Brand attitude has an effect on word-of-mouth communication.

H9: Brand loyalty has an effect on word-of-mouth communication.

3. Method

3.1. Methodology
The main purpose of this study is to investigate the effect of brand love on brand attitude
and its impact on brand loyalty and customer word-of-mouth communication. For this purpose,
the effect of brand identification, brand image and customer satisfaction on brand love was
tried to be defined. The role of brand love on brand attitude was really important for us because
we wanted to answer the following question:

1. Has brand love a direct or indirect impact on brand attitude?

8
 The role of brand attitude in word-of-mouth and brand loyalty and the relationship between
these two variables was also aimed to be determined. The questionnaires were administered to
students who are studying at the universities of Istanbul. The reason for choosing this statistical
community is their greater use of social networks in their everyday lives. Brand love was
investigated in terms of popular social network in Turkey. We chose to have social networks
that have more users in Turkey in 2017. As a sampling method, convenience sampling method
was used. Within the confidence interval of %95, the sampling size was determined to be n=430
with an error margin of e=5%. In the same vein 461 questionnaires were taken into attention
after the elimination of the ones filled out incorrectly and incompletely.

The questionnaire was carried out between January and February 2018. Data were
collected by using the survey method. The questions in the questionnaire consisted of three
groups. The first group included the questions determining the most preferred social networks
brands of the respondents and their use of their chosen social network, the second group
included those measuring the variables affecting brand love and brand attitude and the third
group included those determining the demographic characteristics of the respondents. The
brand identification scale used in the research was adapted from [125, 126] the scales of brand
image from[127, 128] the scale of satisfaction from [129]; the scale of brand love from [3];
the scale of brand attitude from [130] and [55]; the scale of brand loyalty from [94] and [95]
and the scale of word-of-mouth communication from [3];[131]. Variables were measured by
using a 5-point Likert-type scale (5= strongly agree; 1= strongly disagree) (See Table 1).

Table 1
The variables and measurement scales
Variable Std.
Loading t-value CR AVE
Brand Identification [125, 126] 0.904 0.66
This social media brand’s successes are my successes 0.781 16.859
I am interested in what others think about
this social media. 0.716 15.312
When someone praises this social media, it feels
like a persona complimentary. 0.898 19.578
When I talk about this social media, I usually say
“we” rather than “they”. 0.893 19.476
When someone criticizes this social media,
it feels like a personal insult. 0.742 Fixed
Brand Image [127, 128] 0.796 0.51
This social media is consistent and strong. 0.673 11.368
This social media has a brand value. 0.799 12.551
This social media pioneers innovations & technology. 0.704 11.729
This social media has a different image than others. 0.633 Fixed

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Brand Satisfaction [129] 0.840 0.52
I am satisfied with my decision to usage this social media. 0.695 12.431
My choice to usage this social media was a wise one. 0.877 14.485
I think that I did the right thing when I use this
social media. 0.803 13.834
I am not happy that I use this social media. 0.546 10.157
I truly enjoyed my usage of this social media. 0.637 Fixed
Brand Love [3] 0.892 0.58
This social media is a perfect brand. 0.773 Fixed
This social media makes me feel good. 0.774 17.011
This social media is completely a wonderful brand. 0.757 16.594
This social media makes me happy. 0.810 17.910
I am passionately attached to this social media. 0.718 15.581
I am like a whole with this social media. 0.730 15.884
Brand Attitude [55, 130] 0.943 0.68
This social media is pleasant 0.878 Fixed
This social media is credible 0.881 33.716
This social media is famous 0.876 26.236
This social media has positive attributes. 0.849 24.696
This social media is favorable. 0.816 22.937
This social media is attractive. 0.779 21.131
This social media is good. 0.738 19.289
This social media is enjoyable 0.724 18.780
Brand Loyalty[94, 95] 0.799 0.57
I feel this is the only brand of this social media I need. 0.702 Fixed
This is the one brand I would prefer to use. 0.789 14.135
If this social media was unavailable, it 0.800 14.221
would be difficult if I had to use another brand.
Word-of-Mouth [3, 131] 0.923 0.75
I encourage others to use this social media. 0.862 20.555
I recommend this social media too many people. 0.928 22.521
I praise this social media to the people around me. 0.890 21.437
I try to spread nice words about this social media. 0.779 Fixed

Structural equation model was used to test the model. SPSS 20 and AMOS 23 statistics
program was employed for this purpose. The structural equation model examines the set of
relationships between one or more independent, continuous or discrete variables and one or
more dependent, continuous or discrete variables through statistical techniques. Structural
equation modeling is also referential to simultaneous equation modeling, causal modeling, path
analysis, causal analysis, analysis of covariance structures or confirmatory factor analysis.

The conceptual research model is shown in Figure 1.

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 H1
Brand Brand loyalty
Identification
H2
H7

H3 H6
Brand Image Brand Love Brand Attitude
H9

H8
H4
Brand Satisfaction Word of Mouth
H5

4. Results

4.1. Demographic characteristic

The information of demographic features shows that 56% of the individuals attended in this
study are male and 44% are female. The respondents’ ages median is 22. Four social media
brands were listed in order to learn the most favorite social media brands of the respondents
(Facebook, LinkedIn, Twitter, Instagram). It was seen that they mostly preferred Instagram
(62%), Twitter (20%), and Facebook (13%), respectively. When they were asked if they answer
this question: How long have you been using this social media? 85% of the respondents said
that they have used preferred social media more than 3 years. More than 75% of these
respondents use their favorite social media at least several times a day. More than half of these
people use social media to spend their leisure time and for hobby.

4.2. Assessment of potential response bias and common method bias

To ensure that the answers given in the sample are free from non-response bias, we split the
sample into two groups based on time when every answer was completed. By applying this
approach, it was possible that define statistically whether later respondents were significantly
different from earlier respondents. The consequence did not display any serious different
between the two groups, indicating that non-response bias was not an important subject that
could confound the finding of this study. It was necessary to distinguish the potential of
common method bias, Following Podsakoff and Organ [132], we applied the Herman’s one-
factor test on managerial commitment and integration result show that the most covariance said

11
by one factor was 30,60 % offering that common method bias was not likely present in the
study.
In addition, we employed the Chin et al.[133] method to examination the common method
bias in PLS. The outcome revealed that procedure loading was insignificant and that indicator
variances were considerably greater than their method variance. Afterwards, we derive that the
common method bias was not a serious threat to this study.

4.3. Measurement Model Assessment

The outcome of goodness-of-fit index of the measurement model includes of 38 questions
and 7 variables indicated that the measurement model had a low suitable. The variables have
unsuitable standard factor or close to 1.0 or very big standard errors were eliminated of research
[134]. In the modification model we had to eliminate 3 variable including 2 loyalty-related, 1
brand image- related variables to make acceptable result. The fit values before and after the
modification are shown in Table 2 below.

Table2. Modification-fit index

Goodness-of-fit index Before modification After modification
Acceptable fit
Absolute fit value
Chi-Square (X2) = CMIN 1902.486 1411.804
Degree of Freedom 573 533
Chi-square/sd 3.320 2.649
1-5
GFI 0.792 0.843
0,85<GFI <0,95
RMSEA 0.071 0.060
0,05<RMSEA<0,08
Increasing Fit Values
CFI 0.884 0.921
0,90<CFI<0,95
NNFI=TLI 0.872 0.912 0,90<
NNFI<0,95
IFI 0.884 0.922 0,90<
IFI<0,95

Notes: All these values are within the acceptable range of fit.

The difference between the measured data and the estimated data showed by Chi-square test.
If we have large sample this value closed to 0. X2 /df ratio’s being five or less than five display
that there is a good fit between the model and the data [135]. In our study, this ratio was assessed
to be 2,649. This outcome represents the essence of a good fit between the data and the model.
Other important scale is degree of freedom that it is fit in our study T values, regression and

12
 reliability coefficients of the variables are shown in Table 3. In the table, standardized
regression coefficients are given after non-standardized estimation values.

When standardized regression values are considered, these values are seen to be between
0,546 and 0,928. These amount are remarkable at the significance level of 0, 01. When the
structure reliability and variance proportion of the scales used in the study are considered, as
seen in Table 3, structure reliability and variance ratios are well above the essential lower limit.
The scales are seen to be reliable and valid.

Table 3: Descriptive statistics and correlations matrix

Means SD AVE CR Alpha Cronbach BS BIM BID BLO BT BL WOM
BS 3.80 0.89 0.52 0.840 0.851 1
BIM 3.70 1.01 0.51 0796 0.803 0.418 1
BID 2.79 1.17 0.66 0.904 0.905 0.226 0.169 1
BLO 3.43 0.94 0.58 0.892 0.898 0.551 0.320 0.308 1
BT 3.15 1.16 0.68 0.943 0.945 0.278 0.161 0.155 0.504 1
BL 2.93 1.07 0.57 0.799 0.804 0.187 0.002 0.426 0.302 0.432 1
WOM 3.01 1.18 0.75 0.923 0.921 0.352 0.159 0.145 0.346 0.485 0.287 1

The Path analysis results of the research model are shown in Figure 2.

Brand
Brand H1+ 0.37 Loyalty
Identificati R2=0.318
H2+
on
0.25 H7+ 0.37

H3+ H6+ Brand

Brand Love Attitude
Brand 0.19 R2=0.365 0.50 R2=0.254 H9-
Image
0.08

0.39
H4+ H8+
0.42
Brand WOM
Satisfaction 0.23 R2=0.291
H5+

Indirect Direct

Figure 2.Brand love & Brand attitude

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 When Table 4 is considered, it is seen that the fit criteria has acceptable values. As a result
of the research, it was determined that brand identification (β =,245, p=,000) ,brand image (β
= ,186, p=,001) and brand satisfaction (β=,418,p=,000). It was determined that brand
identification had a positive effect (β = ,414 , P= ,000) on brand loyalty and brand satisfaction
had too (β=,318,p=,000) on word of mouth communications. As supported by the literature,
people who are satisfaction of their brands because they try to have positive word of mouth
communication about their brands. In other words, as brand satisfaction increases, word of
mouth increases too. It was determined that the brand love affected brand attitude (β =,504,
p=,000) that this effect was significant. We also saw brand attitude affected brand loyalty (β =
,374, p= ,000) and word of communications (β =,417,p=,000) We Expected brand loyalty
affected word of mouth communications but the results show us brand loyalty had not affected
(β =,077, p=,157) on word of mouth communications.

Table4. Estimated Values and Fit Criteria for the Model

Relationships in the model
Direct Indirect Total S.R. S.E. T- P-
impact impect impact Coefficient value value

Brands identification - brand love .245 - .245 .245 0.039 4.839 0.00
Brands identification - brand loyalty .368 .046 .414 .368 0.044 6.525 0.00
Brand image-brand love .186 - .186 .186 0.065 3.188 0.001
Brand satisfaction -word-of-mouth .230 .088 .318 .230 0.076 4.516 0.00
Brand satisfaction -brand love .418 - .418 .418 0.081 6.631 0.00
Brand love- brand attitude .504 - .504 .504 0.072 9.783 0.00
Brand attitude -brand loyalty .374 - .374 .374 0.041 6.595 0.00
Brand attitude - word-of-mouth .388 .029 .417 .388 0.047 6.857 0.00
Brand loyalty - word-of-mouth .077 - .077 .077 0.063 1.416 0.157
Brands identification- word-of-mouth - .080 .080
Brand satisfaction- brand loyalty - .079 .079
Brand satisfaction- brand attitude - .211 .211
Brand image-brand attitude - .094 .094
Brand love- brand loyalty - .189 .189
Brand love- word-of-mouth - .210 .210

Table 5: summary of results

Hypothesis Independent variable Effect Dependent variable Estimate t-value result
H1 Brands identification Brand love 0.25 4.839 Supported
H2 Brands identification Brand loyalty 0.37 6.525 Supported
H3 Brand image Brand love 0.19 3.188 Supported
H4 Brand satisfaction Word-of-mouth 0.23 4.516 Supported

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H5 Brand satisfaction Brand love 0.42 6.631 Supported
H6 Brand love Brand attitude 0.50 9.783 Supported
H7 Brand attitude Brand loyalty 0.37 6.595 Supported
H8 Brand attitude Word-of-mouth 0.39 6.857 Supported
H9 Brand loyalty Word-of-mouth 0.08 1.416 unsupported

The results of the paper hypotheses in the aim of the description are as follows:

H1: Brands identification has an effect on brand love, hypotheses have been supported.
H2: Brands identification has an effect on brand loyalty, hypotheses have been supported.
H3: Brands image has an effect on brand love, hypotheses have been supported.
H4: Brands satisfaction has an effect on word-of-mouth, hypotheses have been supported.
H5: Brands satisfaction has an effect on brand love, hypotheses have been supported.
H6: Brands love has an effect on brand attitude, hypotheses have been supported.
H7: Brands attitude has an effect on brand loyalty, hypotheses have been supported.
H8: Brands attitude has an effect on word-of-mouth, hypotheses have been supported.
H9: Brands loyalty has an effect on word-of-mouth, hypotheses have been unsupported.

5. Conclusion
Today, the purpose of the companies is to create customers who have behavior more than
loyalty. These customers love their brand and have a strong and unique emotional relationship
with their brands. When they could not access their brand, they feel emotional deficiencies and
they are not willing to replace their brands with other brands. Brand love is a factor that can be
very effective in creating this deep feeling. The connection between brand love and brand
attitude is important. The proof of this relationship in the present research shows to
organizations that for creating a positive attitude to the brand do not require a high cost of
advertising and markeating. It is enough that the companies make a deep relationship with their
customer’s .This relation causes that their brand stand in the hearts and minds of their customer.

Lovable brands and the brands that are popular with their customers will create a positive
brand attitude. These customers are the main capital of a company, which does not require the
allocation of large marketing profits to create loyalty. By creating the brand's love and the effect
it has on the brand's attitude, it is easy to be the loyalty and enthusiastic customers of the
organization and the brand. These customers create a marvelous relationship with their brand
and are no longer willing to replace their brand with similar brands because they consider brand
as a part of their own. On the other hand, the impact of brand identification and brand
satisfaction in loyalty and Word-of-Mouth communication is also significant in the proposed
model. These variables indicate that we need more than just satisfaction to create brand love
and brand attitude, and brand satisfaction is a prerequisite for brand love. A deep image of
brand and an optimal satisfaction that leads to overlap between brand and customer that create
brand love.

15
 In the competitive markets, having such brands is the wish of all companies. The present
study states that creating a loyalty customer with a deep attitude towards brand, brand love is
essential factor for these relationships. Companies need to have strategic plans to create brand
love, because having a lovable brand can create a unique competitive advantage for them that
cannot easily be modified or imitated by competitors. Programs like this will create a deep-
seated attitude between the customer and the brand, which will also lead to loyalty and positive
word-of-mouth advertisements from customers that will benefit organizations altogether.

6. Limitations and Suggestions for Future Research

In this paper, the effect of brand identification, brand image and brand satisfaction on brand
love; the effect of brand love on brand attitude and the effect of brand attitude on brand loyalty
and word-of-mouth communication were investigated. For further studies the relationship of
the elements such as trust, Self-Brand Congruence, brand personality, brand equity, brand
reputation, perceived quality and perceived value that are thought to affect brand love positively
and the elements such as brand hate that is thought to affect brand love negatively can be tested.
The present research merely examines the relationship between brand attitude and brand love.
Future research can look at variables such as customer personality traits or customer purchase
style, and even customer values, beliefs, and lifestyles effected on brand love. On the other
hand, this study examines the relationship among young people. Others can explore the model
among other sections of society or the difference between women and men or differences
between different age groups. We also tested our proposed model only in the area of service
exclusively with specific brands. It is suggested that other research be carried out in different
groups of goods and in other communities there.

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