| The purpose of this research is to determine the factors of brand trust, brand global identification, self expressive brand and hedonic product that affect brand love on Ace Hardware products. Brand love is a concept that must be understood by Ace Hardware because it can provide resilience, loyalty and attachment of consumers in the company. Some of factors affecting brand love have been researched with amounted 216 respondents with the condition have been doing the activity of purchasing more than one time in outlet of Ace hardware. Based on the analysis that has been done by using regression analysis found that variable self expressive brand and brand global identification affect brand love. While the variable brand trust and hedonic product is known not affect brand love. These results indicate that the need for marketing strategies to be taken in improving the love of product. |