Volume 11 Article informations Brand love: antecedents and outcomes Neila Sta a,* Rabeh Abbassi b Abstract This research examines the impact of self-brand image congruence, the brand trust and the brand satisfaction on love of this one, as well as, the consequences of love towards the brand namely the brand loyalty, the word of mouth and the intention to pay a high price for the brand. It also tests several extant theories and models. A review of the literature allowed us to define our central concept and to develop an abstract model integrating the selected variables and the causality links, which we were able to validate based on an empirical study led with the 188 consumers. The data collected is processed using a bi-varied analysis. We have also used the structural equations method to test the conceptual model. More specifically, we adopted the PLS method (Partial Least Square) to study the causal links. The results released demonstrate that love towards the brand depends on self-brand image congruence, brand trust and brand satisfaction and as direct consequences are brand loyalty, word of mouth and the intention to pay a high price for the brand. Key words: Brand love, brand loyalty, word of mouth, premium pricing, confirmatory analysis.