In a consumer culture, people make sense of their everyday existence based on meanings generated during the consumption process. These meanings feature in establishing human identities and communicating them to others. Brands fulfill a pivotal role in conveying the images associated with particular products in a consumer culture context, and consumers use these brand images to express themselves and delineate their position in the world. Considering the importance of brands during the social meaning-making process, consumers often form strong attachments with brands and might “fall in love” with brands that meet their needs. Brand love represents the most emotionally powerful consumer–brand relationship and therefore is a primary goal in brand management. The complexity of the concept of love, however, may limit directly applying it to brands and products, explaining the lack of consensus on what brand love is. This lack of agreement about the conceptualization of brand love may result from the trend that the construct’s foundations, boundaries and contents were not clarified sufficiently initially, instead building on the premise of theories on interpersonal love and/or attachment. Brand love, however, is not identical to interpersonal love, and when theories on interpersonal love guide brand love research, some of the construct’s elements may be overlooked. Although consensus about the conceptualization of brand love seems to be elusive, there appears to be some agreement about its outcomes, including brand loyalty, brand commitment, positive word-of-mouth and active participation in a brand community. The antecedents of brand love have not received the same degree of research interest yet. Some antecedents identified include hedonic brands (brands primarily associated with fun, pleasure or enjoyment), self-expressive brands (brands enhancing a person’s social self or reflecting their inner self), brand identification and brand anthropomorphism.