<![CDATA[This research examines the concept of brand love, which is increasingly important in modern marketing strategies. The concept of brand love is defined as a strong emotional connection between consumers and brands. Brand love has a significant influence on consumer behavior, including brand loyalty, purchase intention, and positive communication such as word of mouth (WoM). Through a systematic literature review, this research identifies various factors that influence brand love, such as brand personality, brand fit, consumer experience, as well as brand loyalty and brand trust. The SLR process began with formulating research questions using the PICo method, followed by identification, screening, and eligibility of articles indexed in the Scopus database from 2014 to 2024. By applying the PRISMA approach, 40 articles were obtained that were suitable for review. The methodology used is systematic literature review (SLR) with SEM analysis as the dominant method. The results showed that brand love can increase customer retention and positive communication from consumers. In addition, factors such as social media marketing, brand personality fit, and corporate social responsibility can also influence brand love. Further research is needed to understand the factors that influence brand love and how brands can utilize them for more effective marketing strategies. The findings provide valuable insights for academics and practitioners in understanding the dynamics of the relationship between consumers and brands, and the implications for more effective marketing strategies. As such, brand love is not only a valuable asset for brands, but also serves as a key driver in creating mutually beneficial long-term relationships between brands and consumers. Keywords: brand love, brand loyalty, word of mouth, Brand Personality, Consumer Experience]]>
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