Abstract
The aim of the study is to investigate the effects of brand love of young consumers towards smart phones on brand loyalty. The conceptual framework and hypotheses are analyzed by a sample of 500 young smartphones users. In the study, the brand love scale developed by Albert and Valette - Florence (2009) and the one-dimensional scale by Oliver (1999) in brand loyalty are utilized. According to the findings of the study, brand love consists of two main dimensions such as passion and love. Regarding the results of the research, it is seen that especially the passion dimension which constitutes brand love has a higher explanatory power over loyalty than the love dimension does. It is expected that consumers’ brand loyalty would increase if managers attach more importance to the strategies which strengthen brand love for the target consumers.
