Volume 11 Article informations The effect of brand love on brand performance: the role of brand loyalty Neila Sta a,*, Rabeh Abbassi b , Chokri Elfidha c Abstract This article focuses on brand love, an increasingly important research theme, but still neglected in the Tunisian context. This work aims to explore the effect of brand love on brand performance through loyalty. A literature review allowed us to develop a conceptual model integrating brand love, loyalty, brand performance and causal links, which we validate, based on an empirical study on fashion products and carried out with 190 consumers. To test the conceptual model we used the structural equations method. More specifically, we have adopted the PLS (Partial least square) method to study causal links. The results show that the relationship between brand love and brand performance depends on behavioral and attitudinal loyalty.