Tomnak MahothanTipparat LaohavichienThongchai SrivardhanaWichan LertlopAnchana LakviramsiriPanamon Chantabutr2025-03-102025-03-102022International Journal of eBusiness and eGovernment Studies2146074410.34109/ijebeg.2022141222-s2.0-85135264191https://repository.dusit.ac.th//handle/123456789/4639Brand loyalty is essential for maintaining a businessÕs clients. Numerous studies have been conducted to investigate its causes and effects. However, this research does not adequately explain brand loyaltyÕs cognitive and emotional antecedents, particularly for expensive products. Prior research viewed brand image as a cognitive component of consumer behavior. In contrast, brand love is a dynamic marketing construct that has been found to influence crucial marketing variables such as word-of-mouth and buy intent. Consequently, the purpose of this article is to validate a model that examines the antecedents of brand loyalty, namely brand image and brand love, in the context of the mobile sector. The conceptual model and accompanying hypotheses are evaluated using a sample of 400 mobile industry consumers. The data were examined using structural equation modeling. The results indicate robust links between brand image and brand love, as well as between brand love and its consequence (brand loyalty). © 2022Brand IdentificationBrand ImageBrand LoveBrand LoyaltyArticleScopus