The Evaluation of Brand Love Concept in Terms of Its Reasons and Outcomes : An Empirical Study on Brand Lovers of Apple

Many firms have been using the Brand Love tactic to attract as many clients as possible over a longer time than other rivals. This technique is considered to be one of the most successful and efficient marketing tactics, the effectiveness of this strategy lies in the company's asset, which is customers.This research discovers the relation between the variables (consumer satisfaction , brand love, WOM, repurchase intention). By studying the direct relationship between consumer satisfaction and brand love, also the direct relationship between brand love with the two variables (WOM, repurchase intention), by measuring Turkish consumer's love feelings toward the Apple brand products.This study is quantitative research, that has been applied in Turkey to the Turkish community as the study sample. A self-administrated Likert-type Online survey was collected from 228 Turkish consumers. The study model was analyzed with the help of confirmatory factor analysis (CFA) and structural equation model (SEM) techniques to clarify the relationship among the variables. The result of the analysis of the hypotheses that were associated with this study was accepted (consumer satisfaction, brand love, WOM, repurchase intention), all the direct and indirect relationships within this study were supported, a consumer develops an emotional bond to the product and this relationship contributes to the next tactic of the marketers in the marketplace