This research aims to present and validate a comprehensive model of brand love, encompassing its causes and effects. The model is based on a causal approach and includes a well-established construct of the consumer-brand relationship, celebrities' credibility on brand love through the mediation role of self-brand connection. The research used a quantitative methodology, utilizing samples consisting of individuals who use body care products. Data was obtained from 271 respondents using a Google Form questionnaire. The data were analyzed using Smart PLS structural equation modeling. The research results show that the construction of celebrities' credibility, attractiveness, trustworthiness, and expertise, positively affects self-brand connection and brand love. Self-brand identification mediates the relationship between credibility and brand image in body care.

Repurchasing in the future reflects the success of a business that can build customer loyalty, which happens because the company can meet the needs and expectations of consumers. The dynamics of changes in consumer behavior in choosing products encourage companies to be able to provide satisfying products. Satisfied consumers will feel a bond with the product. Purpose of the study is to examine Self-Brand Connection (SBC) as a mediating variable between customer satisfaction on repurchase intention and the role of love mark in moderating SBC for intention to repurchase. The sample used in the study was 210 and analysed quantitatively via SmartPLS3. The study found that customer satisfaction affects repurchase intentions. Customer satisfaction positively affects self-brand connection. The SBC affects repurchase intention. Love for culinary brands cannot moderate self-brand connection on repurchase intention. Brand respect can moderate SBC on repurchase intention.