Background: This study explores customers’ attraction to brand love, how students experience and relate to brand love, where we gained a deeper understanding using the case study of Jönköping University to understand students’ preferences regarding their choices to international universities. Nevertheless, the study also viewed how students perceive the brand identity of international universities.

Purpose: The main purpose of this study is to advance a deeper understanding of outcomes of brand love. The terms discussed in this thesis are however related to brand management namely brand identity, brand image, brand love, brand commitment and brand loyalty.

Method: To be able to investigate this issue and to fulfil the purpose of this thesis, a qualitative study and a face to face interview was conducted where the findings resulted in a conceptual framework and the relationship between brand management theories were observed.

Conclusion: From our findings, the study of brand management themes including brand identity and brand image, a research gap was noticed within the literature on brand love and the connection it has with other brand related theories. Consequently, we see that there is a need to explore these themes further. Achieving the purpose of this thesis, we have gained a deeper understanding of how brand identity and brand image is related to the development of brand love and further generate outcomes.