I (brand) love you: why consumers fall in love with brands and how they express their love

The aftermath of COVID-19, the widespread adoption of AI-based technological innovations, and new social challenges have reflected changes in consumer behavior, prompting us to re-explore the concept of brand love. This study focuses on updating what we know about consumer-b rand relationships and exploring brand features and attributes that trigger brand love. We look particularly into brand communication, the consumers' perception, and how it relates to brand love. A quantitative method was chosen, and an online survey of 405 consumers was conducted. The results stress the difficulty in identifying specific brand features that prompt or nurture brand love, as our 405 participants mentioned 157 different brands as the ones they love the most. Hedonistic aspects that compose pleasurable brand experiences stand out as triggers of brand love. However, surprisingly, there are few luxury brands loved by our sample who are more committed to the brands present in their daily lives. Brand communication may not be a determinant for prompting brand love, but it's pivotal in nurturing it.