The Effect of Perceived Quality and Value in Brand Love

Brand love is one of useful constructs and concepts. For understanding the brand love´s forming mechanisms, this article empirically explores the effect of perceived quality and value on brand love, and the mediating roles of customer satisfaction on the relationship between perceived quality and brand love. Using survey of Chinese university students, this article finds perceived quality and value can develop consumers´ brand love, the two variables are brand love´s antecedent variables; in attention, consumer satisfaction mediates the relationship between quality and value and brand love. This conclusion indicates that if companies want to let consumers commit love feelings to brands, their brands have to be with higher quality and customer value.