Increasing Brand Loyalty Through Brand Image, Brand Love and Brand Experience

—Understanding and increasing customer loyalty to a brand is essential for the survival and success of the company. In the digital era and increasingly fierce business competition, creating and maintaining good cooperation and relationships with customers is very important for the continuity of the company. Brand image is a representation imagined by customers when they think of a brand or product, the representation is formed from past information or experiences. Business people always try to provide the best for their customers, with the hope that consumers will prefer their products over their competitors or become loyal customers. The results of previous studies provide evidence that brand image and brand love have a significant effect on brand trust, while brand experience has a less significant effect on brand trust, and brand trust has a significant positive effect on brand loyalty. This paper aims to discuss how to build brand loyalty through brand image, brand love, and brand experience and brand trust.