<![CDATA[This study investigates the influence of product design and innovation on brand love, purchase decisions, and brand loyalty among consumers of Manchester United jerseys. Employing a quantitative approach, data were collected from 250 respondents through an online survey and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that both product design and innovation significantly affect brand love. Furthermore, brand love exerts a strong influence on purchase decisions and brand loyalty. Purchase decisions also have a significant and direct impact on brand loyalty. These findings suggest that emotional attachment, reflected in brand love, plays a pivotal role in shaping consumer behavior, particularly in repeated purchases of identity-related products such as football jerseys. From a practical standpoint, the study highlights the importance for brands to invest in creative design and continuous innovation to foster stronger emotional connections and long-term consumer loyalty.]]>
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